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.
![Glass Performance Type Treatment](https://imaginary-friends.studio/assets/glass/Glass-Type2-2880.jpg)
![Glass Performance Type Treatment](https://imaginary-friends.studio/assets/glass/Glass-Type3-2880.jpg)
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.
![Glass Performance Brand Guidelines](https://imaginary-friends.studio/assets/glass/Glass-BrandGuide-2880.gif)
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.
![Glass Performance Business Cards](https://imaginary-friends.studio/assets/glass/Glass-Cards-2880.jpg)
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.
![Glass Performance Tote Bag](https://imaginary-friends.studio/assets/glass/Glass-Totebag-2880.jpg)
![Glass Performance Tape](https://imaginary-friends.studio/assets/glass/Glass-Tape-2880.jpg)
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.