We put a theatre company centre stage
Glass Performance
- Brand strategy
- Brand workshops
- Visual identity
- Creation of tone of voice
- Copy samples
- Key messaging
- Brand guidelines
Glass are a dynamic, internationally renowned theatre company with a people-generated theatrical process that’s constantly evolving. To reflect their pioneering approach, they needed a rebrand that exuded confidence, creativity and authenticity.
We created a bold new identity which was reflected in a comprehensive set of brand guidelines, covering everything from values and personality to visual specifications.
Theatre with a difference
Giving voice to real life stories, Glass are an international award-winning theatre company with a difference. A travelling production, they bring together a new set of performers in each location – everyday people, given the chance to explore their own experiences through theatre. As a result, each Glass performance is completely unique, demonstrating the scope of human emotion and resonating with audiences and performers alike.
Talking the talk
The company’s current branding wasn’t doing their incredible work justice. They asked us to develop a new identity that would help set the tone for future growth, with the end goal of raising their profile as a highly professional and dynamic creative entity.
Real life speaks volumes
Kicking off with a workshop allowed us to work in partnership with Glass from the beginning – clarifying their values, mission and vision, as well as the personality, voice and tone of their brand.
While developing a brand narrative and visual identity, we felt the phrase ‘reflecting experience’ was a succinct, confident tagline that encompassed the scope of Glass’ work. It informed the logo, which was a modern creative marque featuring bold, repeating logotype that hinted at the limitless potential of real life as source material for authentic storytelling.
A warm colour palette was chosen to emphasise the people-focused, inclusive nature of Glass, and a bold sans-serif typeface was used to ensure visibility in a crowded arts scene.
To contrast with the sturdy brand marque, we developed bespoke, handwritten brush script lettering that would increase visual impact across a variety of brand collateral. This lettering also represented the human element – passion, imperfection, spontaneity – and a personal, hands-on approach. Translating this into visuals would further reinforce Glass’ brand values.
From strength to strength
A strong, standout identity allowed Glass to present themselves with confidence in a highly competitive space. Branding that reflected human input and experience delivered impact and recognisability in a way that encompassed their ethos, and could evolve along with the company’s continued growth.
