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St Kilda’s much loved Palais Theatre consistently hosts an eclectic mix of events by both local and international performers. However over the years the theatre itself has become somewhat neglected and has faded from the general public's interest. It was imperative throughout this brief to remain respectful of the theatre’s existing culture, heritage and values while also broadening the target audience and strengthening the Palais Theatre’s longevity.
Devising a colour system that gave each glyph a numerical value, the names of performers and events create figures that are then matched to the closest Pantone U value. This theatrical system allows every event to be represented by its own custom colour. Furthermore, in order to successfully unite tradition with an innovative approach I constructed a seven column grid system based on the theatre’s front façade, which was then integrated with an isometric grid in order to evoke a sense of growth, progression and dynamicity.
The final outcome consisted of a strong dynamic branding system that could be applied across a vast range of events and media. The refreshed identity was successful in reconnecting with the public while subtly referencing the theatre's heritage.