As part of a renaming from West Yorkshire Playhouse to Leeds Playhouse the theatre company wanted to express its deep-rooted connection with the local community and its support for people regardless of age, circumstance or background.
The identity was created with the words 'Leeds Play House' stacked to allow the ‘A’ of ‘PLAY’ to form a theatre spotlight which highlights the word ‘US’ in ‘HOUSE’. The ‘US’ concept became a strong theme for use throughout the messaging. As a nod to the origins of the Playhouse in 1964 the condensed sans font Antonio was chosen to echo early '60s typography. A vivid colour palette inspired by Leeds pottery represents the brand's diversity and gives flexibility in application across posters, programmes and brand book.
The launch gained positive coverage on national TV, and in all national media culture sections helping to boost sponsorship and donations. A Council cash injection of over £4 million for the next stages of brand implementation and improvement of the cultural district surrounding it was secured with launch of the brand. The theatre’s rebrand has been used to spearhead the Leeds City’s cultural promotion, significantly increasing its profile nationally.