Tobacco Factory Theatres: Understanding the brand

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In January 2015, we embarked on a year long partnership with Tobacco Factory Theatres to help them realise their vision of becoming a nationally recognised theatre. Over the next twelve months, we worked closely with the Bristol-based organisation to rebrand every aspect of the theatre.

The challenge

A flexible, modern and evolving identity that communicates their dedication to excellence and diversity, while respecting the local heritage

The challenge was to make Tobacco Factory Theatres a flexible, modern and evolving identity that communicates their dedication to excellence and diversity, while respecting the local heritage of the organisation and distancing them from their sister companies in the same building – an old tobacco factory.

IMG_3Understanding the culture

“Working closely with our clients is a key part of the initial research and understanding stages on any project and it’s one one of our core principles – Together is Better”

At Fiasco Design we approach all of our projects differently, as no two projects are ever the same. We don’t have any prescribed methods or off-the-shelf solutions for our clients’ creative challenges. Working closely with our clients is a key part of the initial research and understanding stages on any project and it’s one one of our core principles – together is better. Over the years we’ve learnt that we achieve the best results when our relationship with our clients is strongest and subsequently, trust is greatest.

To help fully understand the organisation and its audiences we began by talking to the people behind the scenes, the staff and key stakeholders. An initial questionnaire helped to spark early conversations around the organisations core values and personality, it helped us garner a better understanding of the brand and the people behind it’s success.

IMG_2As well as an initial stakeholder questionnaire, we also hosted a brand workshop with key stakeholders in order to dig deeper and discover more about the organisation, the people who made the decisions, their audiences and their future vision for the theatre. We also attended a number of productions and spent a considerable amount of time within the building and surrounding areas. Familiarising ourselves with the organisation and the space was extremely important to us and our research. By fully immersing ourselves within the organisation, we had a much clearer understanding of the challenges they faced as well as the expectations they had.

“Fiasco Design were completely refreshing in their outlook. They went into a lot of detail getting to know us, spending a lot of time with us, we talked a lot about who we were and they asked us a lot of pertinent questions”Becky Cresswell, Marketing Manager at Tobacco Factory Theatres

Organising thought

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It was designed neutrally to form a simple and clear visual response to our initial research

After a short and intensive immersion period we took our findings back to the studio and began to put together a brand book (see above) in order to capture the overall impression of the brand personality through key words, tone of voice and visual energy. It was designed neutrally to form a simple and clear visual response to our initial research, and become a focus for the Tobacco Factory Theatres brand values and personality.

IMG_4To compliment the brand book, the intention was to come up with a single organising thought that would guide our design decisions and steer the creative process. After a lot of development with the involvement of key stakeholders we settled on ‘creativity rooted in tradition’.

 

“The brand book really encapsulated who we were and was a steer for the whole project. Moving through the process it was great to have this to refer back to”
Becky Cresswell, Marketing Manager at Tobacco factory Theatres

 

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