Almeida
At the beginning of 2003, Almeida found itself in the midst of a series of transitions: a new building, a new director and a new season. They needed both to mark these changes and to maintain continuity with the past and the theatres remarkable reputation. As its new director, Michael Attenborough said at the time “ The most difficult thing is to inherit a thriving theatre”
The new brand we helped to create was inspired by an idea – shake up and embrace – which emerged from a series of conversations and workshops with staff and audiences. Almeida shakes up its audiences with theatrical events that are risky, sensual and exacting, while at the same time embracing them with an intimate experience that makes them feel part of the event.
The visual style and tone of voice is fresh, simple and powerful, echoing some of the elements of the original identity – the use of black and white and the tragic-comic masks – in a playful but sophisticated way.
Almeida now plays to full houses and has successfully made the transition from admired local upstart to internationally renowned theatre.
Design by: Wolff Olins