West Cliff Theatre dates back to 1894 and is run independently, hosting a wide variety of shows.
THE CHALLENGE:
The theatre has long been known for its warm welcome and rich programme of entertainment; however, its old-fashioned, outdated image was beginning to hinder ticket sales. The team recognised the need to present a fresh, modern identity that would resonate with today’s audiences – so I was brought in to help evolve the brand.
SOLUTION:
The first step in reimagining the West Cliff Theatre brand was to look closely at what audiences already loved. Its distinctive façade — instantly recognisable to locals — inspired a new logo that captures the building’s spirit in a modern, simplified form. To strike the right balance between tradition and renewal, I paired this symbol with a serif typeface that feels both historic and fresh.
The classic burgundy and gold remain central to the palette, offering familiarity and continuity, while subtle updates help the brand appeal to a newer generation of theatre-goers. The refreshed brand was immediately rolled out across marketing collateral and applied to the theatre’s exterior, elevating the building’s kerb appeal and creating a stronger visual presence.
The rebrand also provided the perfect moment to introduce cohesive identities for the Youth Performers and Friends of West Cliff, uniting them visually with the main brand for the first time.
Years after the rebrand, the identity has become well established and instantly recognisable. This foundation has given us the freedom to expand the colour palette, introducing bright, seasonal hues for the three annual brochures. The added vibrancy brings new energy to the brand and echoes the excitement of live theatre.
