Chelmsford C pattern on wall with cyclist going past
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Chelmsford C
Campaign

Chelmsford C logo shape made up of Sunflowers

Client Overview

Chelmsford Theatre, the cultural and entertainment hub of Chelmsford, is a cornerstone of the city’s artistic community. Operated by Chelmsford City Council, the theatre offers a diverse programme that includes comedy, theatre, live music, dance, talks, and the beloved annual pantomime. Recently rebranded and refurbished, their new focus was on re-energising and reconnecting the theatre with its local community.

The Opportunity

In a competitive cultural landscape, standing out is key. Chelmsford Theatre needed a fresh approach that would not only maintain the visual impact of their existing branding but also expand its appeal, making it more accessible and engaging for the community. Chelmsford Theatre had already established a collection of inventive C-shaped icons that effectively represented Chelmsford and served as eye-catching wayfinders and promotional tools across both digital and print media. The task was to build upon this existing visual identity by enhancing the versatility and impact of these icons. The goal was to make the theatre’s brand more dynamic and cohesive, ultimately fostering a deeper connection with both new and existing audiences.

Chelmsford C designs on phones
“We commissioned TGDH to create a number of assets to complement our recent rebrand and logo. We wanted the assets to be striking, able to standalone and be recognisable among our existing recent creations. Tom and the team came up with some imaginative ideas that we hadn’t previously thought of and adapted well to our many requests as the project evolved. We’re excited to be able to use the new assets to promote our brand and theatre.”

Victoria Whitfield
Head of Marketing,
Chelmsford Theatre

Chelmsford C logo shape as Cogs, Lego blocks, Sunflowers, Wool and a ball arch

Our Approach

Innovative Design Concepts: We developed a dynamic suite of C-shaped designs, each tailored for versatility across various formats and media. These designs were supplied with a range of brand colour backgrounds, ensuring they could be seamlessly integrated into both digital and printed materials.

Creative Expression: The suite of designs included several distinct and engaging concepts:

  • Steampunk Cogs: Evoked a sense of vintage craftsmanship with intricate mechanical elements.
  • Lego Block: Added a playful, modular element, reminiscent of creativity and construction.
  • Arch Made of Balls: Symbolised celebration and inclusivity.
  • Woollen Toy: Brought a warm, tactile quality, appealing to a sense of comfort.
  • Sunflowers: Evoked nature and positivity, connecting with themes of growth and renewal.
  • Christmas Balloon Arch: Added a festive touch, perfect for holiday promotions.
  • Gingerbread Biscuit: Introduced a whimsical, seasonal element, enhancing the holiday spirit.

Each design was meticulously crafted not just to stand alone but to work within a cohesive visual identity that could adapt to different contexts and resonate with various audience segments. This approach maximised the flexibility and impact of the theatre’s branding, making it more memorable and inviting.

Chelmsford Season Brochure cover designs

New look brochure

Utilizing the new C brand, we developed a dynamic cover design featuring acts coming to the theater this season. This cover design serves as the foundation for the entire season’s campaign, extending across a variety of assets from social media ads to outdoor advertising, ensuring consistent and engaging communication across all platforms. Inside the brochure, we implemented a clean and accessible design that offers both flexibility and ease of navigation, allowing readers to effortlessly explore upcoming events. Additionally, we included a pull-out diary section with an easy-to-follow grid, enabling readers to quickly view a snapshot of this season’s shows at a glance. This comprehensive approach not only enhances audience engagement but also strengthens the brand’s identity, making it a memorable and cohesive experience for theatergoers. By prioritizing user-friendly design, we aim to make the theater’s offerings more approachable and enticing for diverse audiences.

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Chelmsford What's on guide pull out section with theatre in background

Results

The final suite of C-shaped designs provided Chelmsford Theatre with a versatile set of assets that enhanced their brand presence across all media. The new designs not only maintained the visual impact of the existing branding but also expanded its reach and appeal. This cohesive yet dynamic branding approach allowed the theatre to connect more effectively with its diverse audience, fostering a stronger sense of community and engagement.

Next Steps

Building on the success of the C-shaped icon suite, the next steps involve exploring further opportunities to integrate these designs into Chelmsford Theatre’s broader marketing strategy. We aim to continue enhancing the theatre’s visual identity, ensuring it remains engaging and relevant across all platforms, while deepening its connection with the Chelmsford community.

Our Work in Action