New Theatre is one of Sydney’s oldest, proudest and most independent theatres. With over 80 years of rich history, firm beliefs and an undefinable passion for the arts, their ethos is about celebrating the alternative theatre and helping grow careers. There was an urge for a uniting brand and mission to align behind.

We celebrated their ethos through a bold and unexpected identity where we put a new logomark at the centre of the stage. The logo combines the tree initial letters of The New Theatre into one simple mark and its unique mirrored structure allowed us to twist and turn the brand, referencing the unexpected nature of their theatres. We used the device to communicate the theatre’s aims for constant reinvention, transitions and alternative viewpoints. It allowed New Theatre to sit proudly at the centre of their productions, literally stamping them and claiming them as their own, as well as work across a wide variety of imagery. The idea of ‘new’ collaborations with local businesses and community came to life through product and event partnerships.

Created with Mike Rigby, Chris Doyle, Eric Ng, Lex Courts and Mike Tosetto at Interbrand Australia

Brand New Awards 2011 - 'Best of Show'
Spikes Asia 2012 - Bronze Spike
AGDA Biennale 2012 - Judges Choice
2014 REBRAND 100 - Distinction
Create Design Awards - High Commendation