Background
Griffin Theatre Company is a new-writing theatre in Sydney and is considered to be one of Australia’s most important theatre institutions for its creative bravery.
For over 40 years, Griffin has pushed the boundaries of Australian theatre with its fearless, provocative brand of creativity.
As a new-writing theatre, Griffin commissions each play it produces – working with playwrights and designers to craft each production.
The problem
Unfortunately, the way the brand presented itself didn’t live up to the quality of the art.
Each show was being promoted as a standalone production on its own merit, rather than using the strength of the Griffin brand, leading to disappointing sales.
The solution
Our solution was to present each show as a Griffin show and everything that stands for – daring, unexpected theatre.
For this theatre – with writing at its heart – we put words centre stage to allow each production to express its own tone and content, whilst the backbeat is always distinctly Griffin.
Griffin
Theatre
Company
Brand identity
Sydney holds a special place in its heart for Griffin Theatre Company. For over 40 years it has been home to some of Australia’s most thrilling theatre, launching the careers of many writers, directors and performers including movie stars Mel Gibson and Cate Blanchett. It’s focus on purely Australian writing, acting and directing has made it an essential piece of theatre history in Australia.
We wanted to give this theatre, with writing at its heart, an identity that allowed it to express its own creativity and personality with words. The mood of any poster or spread can change to something completely different by using different words, colour and imagery, whilst still being unmistakably Griffin.
Designed at Interbrand
Creative Director: Chris Maclean
Design Director: Andrew Droog
Designers: Chris Maclean, Andrew Droog, Matt Johnson, Briton Smith, Malin Holmstrom, Joao Peres, Annah Brocklebank,
Motion Design: Joao Peres, Mike Tosetto
Photography: Michael Corridoore, Katie Carrs, Brett Boardman
Awards
Distinction AGDA 2010 Identity
Distinction AGDA 2010 Art Direction
Distinction AGDA 2010 Typography
Distinction AGDA 2010 Editorial
Red Dot Communications Award 2011
Distinction AGDA 2012 Art Direction
Merit REBRAND Awards 2013