Almeida Theatre Turning theatre on its head

New Almeida artistic director Rupert Goold wanted audiences to “Arrive brave and leave wrung out: surprised; soul expanded.” We began working together on a provocative positioning and visual identity for London’s most exciting Off-West End theatre company.

[Branding] [Campaign] [Strategy] [Motion]
© Manuel Harlan
© Ludovic des Cognets
© Manuel Harlan

Prior to NB’s involvement, the Almeida’s grant had been reduced by 39% in real terms by Arts Council England. But the theatre promised no cut to its ambition. Instead, new director Rupert Goold demanded a more challenging dialogue with the world.

Photo © Simon Annand
© Helen Maybanks

NB reinstated the word ‘Theatre’ in the company’s name; then turned it upside down. Influenced by news and business graphics, we looked for every opportunity to ruffle the feathers of the establishment and keep the theatre in the media spotlight.

In the six months after rebrand, the Almeida transferred three sell-out shows to the West End. Ever since, it has attracted funding, stars and zeitgeisty artists, from Saoirse Ronan and Paul Mescal to Rebecca Frecknall. NB’s design system has consistently underpinned the Almeida’s attitude. And, on an ad hoc basis, we’ve designed posters, including the world premiere of James Graham’s Ink.

© Perou
Photography by David Stewart
Photography by David Stewart
Photography by David Stewart

Funding shortfall

That was the cue for us to make our entry.


Months after rebrand

Almeida had already transferred three hit shows to the West End.


Major awards

In that same year, Almeida Theatre dominated the Olivier Awards.


West End transfers

In Rupert Goold’s time as Director, show after show have received critical acclaim.

Photography by Nadav Kander
Photography by Nadav Kander
Photography by Nadav Kander

“Theatre is a business of a thousand creative voices. NB were able to transform our brand by listening to those voices but also having the courage and bloody mindedness to champion their own unique vision.”

Rupert Goold Artistic Director, Almeida Theatre

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