Brand strategy
The Donmar was contemplating its first visual rebrand in a 30+ year history, as well as a new website. The stakes were high for a theatre with the foundations of a young heritage brand, an artistic reputation relied upon to command top artists, and new artistic leadership.
The Donmar is an unusual theatre space with a passionate existing fanbase. But unless you’ve seen a show there, you just wouldn’t know why it’s special. Introducing new audiences is an imperative for most of us, but how do we tell a story that demonstrates relevance to new people while not alienating a devoted existing fanbase (or better, also resonating with them)?
Donmar marketing tended to invite audiences to individual shows but they knew a shift from production marketing to brand storytelling would help unlock new potential. What if the marketing invitation was primarily for a DONMAR experience (with title a secondary consideration)? Could they communicate the specific magic of the experience – powerfully intimate theatre – in a way those who’ve never stepped inside would understand?
Working with Fly a Kite, the Donmar did a deep dive into its brand story, bringing staff together across the organisation, generating ideas and early buy-in. In particular ensuring marketing and artistic teams are working in true partnership.
Crucially, we also gained the audience perspective through in-depth qualitative research with priority audiences to understand what they really valued.
Together we used all the learnings to create a simple brand strategy document to articulate the Donmar’s key stories, the audiences they’re designed to address, and the tone they should be delivered in.
We supported the Donmar’s procurement and briefing of a new branding agency and this valuable work has now underpinned the Donmar’s subsequent brand refresh and new website development – and continues to be the blueprint for a fresh approach to marketing.
