Re-branding a community focused theatre
Positioning, values, mission
Tone of voice
The Civic Theatre, Tallaght is 20 years old. Since 2009 it has grown to be a pivotal and much loved cultural beacon in South Dublin County.
With a broad range of productions, events, workshops, showcases, Summer camps and conferences across drama, comedy, music, family, schools, dance and multicultural offerings; this is a truly democratic theatre. They asked us to work with them to articulate their mission and vision and build a new brand identity to express that.
We worked with Michael-Barker Caven, artistic director, and the marketing team to explore the values and vision for the enterprise.
“A place of possibility, opportunity and transformation, where all people are inspired and nurtured to play a creative and civic role in our world.”
The decision to remove ‘Theatre’ from the proper name, and become The Civic reflects the confident, colloquial tone of the brand now, reflecting and acknowledging how it is actually referred to in the community.
The logo expresses this by means of bold typography and warm colours. The mark has a 3-dimensionality from the ‘fold’ at the centre of the V, that suggests and open, yet defined space. It has a brave and positive feel. We designed a full suite of versions, in order to fulfil the many needs of the team in the day-to-day running of The Civic.
A suite of custom drawn illustrations adds some fun to the toolkit.
A Mascot called ‘Civvie’, made up of letters from the word mark is the cheerleader.
In 2018 they staged over 420 performances attracting audiences of over 55,000.