Watermill Theatre Rebrand |
Revolutionary theatre
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Nestled along the River Lambourn, the Watermill Theatre remains a driving force in the world of theatre. While its iconic wheel may have stopped turning, the theatre itself never stands still. It thrives as a powerhouse of production, fuelled by a revolutionary spirit that keeps its creative energy in constant motion.
We set out to reimagine their brand to make sure it aligned with the calibre of their productions whilst respecting their heritage and being sympathetic to their location and surroundings.
The theatre building, originally a corn mill has existed in the location as early as 1086. Over it’s long history the Mill has undergone a constant journey of reclamation, restoration and reinvention to transform from a working mill into the creative powerhouse it is today.
After being named Theatre of the Year in 2024, it was clear the old identity no longer matched the excellence of this unique venue. The new positioning helps inspire pride in loyal audiences and signals to new ones that daring, distinctive work is always in motion at the Watermill Theatre.
The Iconic water wheel forms the basis for the logo, embodying the revolutionary spirit that this small-but-mighty production powerhouse brings to the stage, pushing boundaries and challenges norms.
Type-cast
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Taking inspiration from typography on the old mill’s grain sacks and also echoing playbill theatre posters, the brand typeface balances rustic heritage with dramatic flair.
The result is a typeface that feels both grounded in the Watermill’s historic setting as well as being suitably theatrical.
Looking to the horizon
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The newly developed design system works on a background grid of horizontal lines, echoing the river level that the Watermill Theatre sits upon. Easy to implement and adapt, the flexible framework provides a system to support the theatre’s varied communications.
Colour
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The new colour palette captures the variety and vibrancy of the performances on the Watermill’s stage as well as representing the beauty found in the surrounding nature of their unique setting.
The new brand identity is supported by detailed brand guidelines, documenting all assets and their uses. Additionally, a printed brand book acts as both a practical reference and a source of inspiration for the Watermill Theatre’s team.