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Chelmsford Theatre:

Re-Energising a Season Brochure

The Client

Chelmsford Theatre serves as the cultural and entertainment hub of the city, managed by Chelmsford City Council. With a diverse programme that includes comedy, theatre, live music, dance, talks, and a beloved annual panto, the theatre plays a central role in the community’s cultural life. Following a recent rebranding and refurbishment, 2023 has been a pivotal year in re-energizing the city’s cultural heart and strengthening its connection with the community.

The Opportunity

Chelmsford Theatre approached us with a significant opportunity: to redesign their season brochure. They needed a partner who could deliver high-quality designs swiftly, demonstrate a strong understanding of print and mail design, and offer value for money—an essential consideration given their connection to the council. This project was not just about creating a brochure but about helping the theatre re-establish its brand and reconnect with its audience in a visually compelling and accessible way.

Chelmsford Theatre Season brochure inside page design

Our Approach

Design Strategy: The team at The Graphic Design House focused on creating a season campaign that would stand out while ensuring the brochure was easy to navigate and accessible to all. Why is this important? Clear and intuitive design enhances user experience, making it easier for audiences to engage with the theatre’s offerings.

Flexible Grid System: We developed a versatile grid system that could adapt to various page designs, crucial for the diverse content of a theatre season brochure. This grid allowed for flexibility in design while maintaining a cohesive look throughout.

Intuitive Navigation: To improve user experience, we designed a navigation tab at the top of the brochure, complemented by clear genre guides for each show. This made it simple for readers to find what they were interested in.

Snapshot & Detailed Information: We created a dual approach with the content:

Snapshot: An 8-page roll fold insert designed as a diary, listing all shows in date order for quick reference. This diary could be placed on a fridge, providing an accessible overview.
Detailed Information: The full brochure offered comprehensive details about each show, giving readers a deeper understanding of the season’s offerings.

Impactful and Sustainable Design: We leveraged our expertise in design, print, and mail to produce a season brochure that not only made an impact when delivered to homes but was also mindful of sustainability. This approach ensured that the brochure was both effective in its purpose and responsible in its production.

Results

The final deliverable was a user-friendly season brochure accompanied by a highlights diary that provided a detailed overview of the upcoming shows. We worked closely with the Chelmsford Theatre team during their rebrand, ensuring the brochure design aligned with their new visual identity while maintaining strong visual appeal. The new cover design effectively showcased the season’s standout shows, creating a strong first impression and drawing audiences into the content.

Next Steps

he success of the new season brochure design extended beyond the printed piece; it doubled as the campaign design for the entire season. This enabled us to create consistent advertising materials across various platforms, including posters, social ads, and digital ads.

We also collaborated with the Chelmsford team to develop supplementary design assets for future campaigns, ensuring continuity and versatility in their marketing efforts.

Continuing this collaboration, we will support Chelmsford Theatre in maintaining a cohesive brand presence across all channels, helping them build on the momentum of their successful rebrand.