Case Study —
A Theatre without Walls
National Theatre Wales
Identity for Wales’ english-language National Theatre.
National Theatre Wales create site-specific productions, with the nation of Wales as their stage. Without the restriction of a physical theatre space, their work ranges from the intimate to the epic. Dynamic yet consistent, their new identity reflects this approach.
Our project began with the aim to consolidate and rationalise the National Theatre Wales visual identity, to result in a compelling and visually consistent brand refresh. Driven by an ambition to improve communications, raise public awareness and increase understanding of NTW and their work.
Following an in-depth research and strategy phase, that took interviews and workshops from West Wales to Westminster, the key phrase underpinning our thinking became… ‘a theatre without walls’. In reference, not only to the lack of a theatre building, no physical walls, but also to a belief in new ideas and limitless possibilities.
A new typeface provided the foundation for the rebrand. New Hero from the Newlyn foundry helped solve key communication issues. It improved clarity and accessibility, whilst establishing presence and confidence. A constant appropriate for the ever changing themes, audiences, languages and subject matter.
The typeface also added balance and proportion in drawing out the NTW ‘stages’, the dotted lines that would act as a frame and become our permeable ‘non walls’ in the creation of the final mark.
Like National Theatre Wales itself, the NTW mark moves and resizes. It forms a stage and creates a space; interacting with its location and the people in it. Embracing the abbreviation NTW further emphasises the versatility of the company.
In print, the mark continues its interplay with its environment; cut through, allowing the audience to see Wales and its stories through the frame of NTW.
The nation of Wales is NTW’s stage, so it’s important that the colour palette came from that setting. Picked from iconic images of past productions, this strategy directly links colour to people and place. Providing a mechanism for the palette to evolve and develop as future locations deliver fresh colour options.
The new identity will continue to roll out over the coming months, continue to evolve and develop over the coming years, but we are already seeing clearer, more consistent communication of the National Theatre Wales brand values and a greater engagement and enthusiasm both internally and externally.
“A passionate approach to design and, in particular, an eye for creative detail meant that throughout the project, the process was always rewarding, and the work was always impeccably planned, executed and delivered.”
Head of Communications, National Theatre Wales
“Reliable, hard-working and imaginative. Always delivering within a deadline, with work that shows real flair, and brilliant at the little extras, too. A very impressive commitment to the cause; coming to see our shows, taking part in our events and showing a genuine interest in the work we did. A fantastic asset to any organisation.”
Press and PR Manager, National Theatre Wales
“If you’re looking for something completely different, National Theatre Wales can be guaranteed to deliver it.”
“NTW reinvents the language of theatre every time it puts on a show.”