A unique and attention-grabbing brand design update
People’s Theatre has been entertaining audiences in Newcastle for over 100 years. Supported completely by volunteers and ticket revenue, the theatre turned to JUMP to create a bold visual identity that would draw in audiences.
What we did
A bold identity that turns heads
JUMP was asked to rebrand the People’s Theatre following the success of our poster designs and to signify a new era after a £1.5 million renovation. The theatre presents productions across a multitude of genres, every show produced entirely by their members from on stage, to backstage and front of house.
Established in 1911, the theatre stages up to fourteen productions a year in their 500-seat main auditorium and studio theatre. People's Theatre is the leading non-professional theatre company in the North of England and one of the largest and oldest established in the country.
Every theatre in the country is watching what we are doing with our publicity since the rebrand.
Maggie Watson, Marketing Manager
Updating logos through the ages
The iconic phoenix logo has presided over the theatre door since the 1920s and saw its last redesign over 40 years ago. The phoenix became the theatre’s emblem after a relocation from the city centre to Rye Hill. This move was their third since being founded in 1911, so the legendary symbol of rebirth and resurrection was an appropriate one. Thereafter, the phoenix became a familiar sight on posters, programmes and stationery.
JUMP was commissioned to redesign the theatre’s logo in 2015, producing a new logo which is modern and bold enough to stand up against national theatres, without losing sight of its unique heritage. The logo takes inspiration from negative space, an ongoing theme in the various theatre posters designed by JUMP. Hidden within the phoenix are the ashes from which it rises, accompanied by art deco-inspired type as a nod to its roots.
Engaging users through a vibrant website
Alongside design elements like brochures, large format posters situated outside the theatre, environment graphics inside the theatre and social media assets, JUMP worked to design and develop a new website, complete with a fully bespoke booking system. The website needed to match the new bold style and brand, whilst having specific logic and capabilities for users.
JUMP's development team included bespoke features such as the capability to download brochures and forms, check availability in real-time, select seats and pop-up checkout functionality. The client also required a certain amount of flexibility when it came to ticketing, the bespoke solution that JUMP’s development team created enables the client to create specific seating layouts to cater to each show individually.
In addition, the website functions as a general marketing tool, with specific landing pages for more information about the theatre, venue hire, costumes, history and more.
49.8% increase in ticket sales since the rebrand
Marketing material in a unique style
JUMP developed a new identity for People’s Theatre back in 2015 and since then, every spring/summer and autumn/winter season, we produce a brochure, large format posters situated outside the theatre, environment graphics inside the theatre and social media assets.
The ability to have the same unique brand across all marketing and communication materials helps solidify People's Theatre as an authoritative and professional organisation. Utilising a specific brand style across their marketing allows for their brand recognition to build, generating interest and engagement,
Each season, JUMP enjoys the challenge of studying each play and finding unique attributes for the style of the materials; we are proud of the partnership we have created with People's Theatre and the success that it has brought.
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