The Nuffield Theatre wanted to explore a less traditional form of theatre brochure, that would better express
the variety of art and audiences they hope to bring together.
Together, Carswell Gould and The Nuffield have transformed the theatre’s traditional brochure into a newsletter-style publication, featuring a new format and revised typography, layout and colour palette.
Productions of varying types have been mixed up throughout the pagination in order to cross-sell shows, events and products and encourage readers to think about booking tickets for productions that they
wouldn’t ordinarily see.
In addition, an editorial style has been created to capture the readers imagination instead of simply
describing the plot of the production. Importantly, in order to reduce cost, the new design solution allows for
a centrefold pull-out, which can be presented as an standalone document or as part of the main brochure.
Against a backdrop of huge cuts for the arts industry, where print and quality design are under real threat,
this major redesign for one of the UK’s last self-producing theatres that has helped it reduce costs while maintaining and improving design and user experience of their communications.
See more shots of this project on our Flickr Photostream
and other Carswell Gould work on our website