Turning theatre on its head

New Theatre is one of Sydney’s oldest, proudest and most independent theatres. They’re all about alternative theatre that showcases unique perspectives and unpredictable twists.

Their approach is quite unexpected, but the way they were selling shows was quite, well, expected. They needed a visual and verbal system that would let them play more of starring role and put their own stamp on everything they do.

Season posters use surprising, edgy headlines that offer knowing insights into the twists of each show (without giving anything away). Throughout the brand, the twists and turns of the messages are replicated visually – reminding people of their constant reinvention and alternative viewpoints.

CREATIVE COPYWRITING, INTERBRAND SYDNEY