Watford Palace Theatre

  • Creative
  • Advertising
  • Website

Responsive website design and integration with Spektrix booking system. 

Launch site


Theatre for the 21st century

Watford Palace Theatre is a 600-seat theatre, serving a diverse local community. Built in 1908, the theatre’s strong local foundations have propelled it firmly into the 21st century. Watford Palace Theatre excels at creating new work in a variety of art forms including theatre, dance, outdoor arts and digital. There’s also a wide programme of community and cultural events, with exciting opportunities for participation and development.

Increase in bookings 60%
Increase in online donations 200%

The approach from The Graphic Design House was personal and direct, from the initial discussions around the idea, to final delivery of the site. Deb and her team were always friendly and professional.

Dan Baxter

Brand re-fresh

Contemporary performance at the heart of the community

Watford Palace Theatre needed to refresh their brand identity. For this, they wanted to retain a strong link with their established image in order to build on their existing community links. At the same time, they wanted to draw attention to the theatre’s practice of developing audiences and artists through exciting opportunities, commissioning and producing plays from a range of new and established writers.

We worked on the typography and delivered a bold, contemporary look and feel. By introducing Nexa, which is similar in style to Futura, the previous sans serif used, we were able to deliver a friendlier quality that was also clean and modern.

We then revitalised the logo for a more dynamic brand identity – revising the composition and ratio to achieve a stronger look that’s also easier for positioning on marketing materials. We introduced a simple and clean colour pallet and suggested a more consistent use of photography.



Nexa XBold
Font characters

Body copy

Nexa Book
Font characters



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Season guide

Compelling presentation with an editorial feel

Our graphic designers completely re-designed the guide to the upcoming season to make it fresh, modern and eye catching. The plan was to provide comprehensive information on forthcoming productions and events in a way that was contemporary and alluring.

Watford Palace Theatre wanted a product with a strong editorial feel, so graphics elements and tags were created in order to accommodate the extra information needed, such as quotes and facts.

The folio was increased, to include pages specifically designed for interviews with directors and playwrights. We delivered a design based on the bold, brand re-fresh typography, using a clean colour pallet alongside beautiful and compelling photography.


Creativity and clever tech

watfordpalacetheatre.co.uk combines a creative responsive web design with powerful Umbraco open source CMS. A cutting-edge Spektrix ticketing system, built into the site, helps maximise revenue. The result is a rich user experience that encourages bookings and return visits.

Launch site

A 21st century look

Our experienced theatre website designers created a clean, contemporary layout, reflecting Watford Palace Theatre’s modern, exciting approach, while having plenty of scope for capturing the individual personality of each production.

Integrated booking

The use of Spektrix API enables simple handling of ticket booking, seat choices, charitable donations, payments and accounts, all within the website.

Flexible content

By using Umbraco ‘Page components’, we give Watford Palace’s content editor the freedom to turn every page into a rich, immersive experience. The best theatre web design needs this flexibility in order to reflect the creative range of performances, workshops and community events.


Increased bookings, double donations

Our work, both online and in print, has been a tremendous success, boosting revenue and building brand identity for Watford Palace theatre. New responsive web design from The Graphic Design House has increased online traffic. This has led to an overall increase in bookings, while also easing bookings and enquiries at the box office through encouraging audiences to go online.

Online donations have doubled since going live, adding a vital source of revenue for Watford Palace Theatre.

Increase in bookings 60%
Increase in online donations 200%

What was really refreshing was their determination to create a site that was unique to our organisation. They really wanted to get to know our whole company and the staff, before creating the site, to make sure it reflected our needs and our personality.

Since launching our new site online bookings have increased by 60%. In total 55% of our customers are choosing to book online, up from 33%. We expect to see this increase further. The benefits we're seeing from this increase in online booking is that our direct marketing emailing list has increased, which makes it more cost effective. We've also seen online donations double through our new website.