The Opportunity
Windmill Theatre Co is a progressive and award-winning, globally recognised Australian theatre company.
With a brand that no longer reflected who it was or where it was heading, the company was looking to reimagine its identity to serve it well into the future.
In addition to the main identity, this also evolved to include a series of sub brands including the Windmill Studio Collective – a small group of individuals and families who make a collective impact in the creation of one new work every year.
Our Approach
communikate et al worked in partnership with the Windmill team to champion the evolution of the brand and apply it to promoting the artistic output of the organisation.
The rebranding process included the creation of a comprehensive style guide that reflected the personality, style, vibrancy and artistic vision.
The rebrand also ensured:
- All corporate and marketing materials were consolidated
- The approach was versatile for longevity
- There were ample opportunities to create audience driven delineation throughout
We worked from the core circular shapes of the original logo, considered other visual dynamics within the forms and extended and added dimension to the colour palette.
In creating the sub-brand for the Windmill Studio Collective, we developed an emblem/mark and associated brand language to effectively communicate the program.
The execution has been rolled out across all marketing materials such as:
- Print collateral
- Signage
- Tour packs
- Merchandise
- Stationery
- Advertisements
- Digital elements
The Outcome
Windmill Theatre Co now has a brand system that is distinctive, creative, contemporary and highly visual. The clean lines allow the show images to pop and be the hero.
As a result of rebranding, Windmill Theatre Co have:
- A range of dynamic possibilities spanning all visual elements including typography, imagery and graphic treatment
- A striking visual expression of the company’s core values and an undeniable sense of playfulness
communikate et al continues to proudly support Windmill Theatre Co with key design collateral.
