London Coliseum Brand Strategy

• To increase revenues ENO began renting its home, the London Coliseum
• The brand lock-up linking the opera company and the venue began to alienate Opera supporters and commercial producers alike
• The London Coliseum needed a brand identify that would reflect its dual purpose:  the largest theatre in the West End for visiting productions and the home of English National Opera

• Led a collaborative process for creating the theatre’s individual brand elements
• Initiated cross organisational workshops to develop the brand essence for the venue – The house of imagination
• Coordinated development of brief for retained agency Rose Design
• Developed integrated tone of voice guidelines for ENO and the London Coliseum for internal stakeholders and customer interactions
• Developed a brand that could happily demonstrate its personality to audiences attending both opera and commercial musicals.
• Managed the development of the brand’s visual identity and integration into visual elements associated with ENO.
• Colourways developed from theatre’s foyer mosaic and a brand font complementary to ENO’s

New brand identity rolled out across the organisation

Brand Applications developed  

Uniforms, accreditation badges, ticket wallets, tickets, e-tickets, theatre signage, furniture and merchandise