A self-initiated project to create a new immersive theatre brand.
Throughout the 18th and 19th Centuries actors were taught to imagine a wall between them and the audience. It became known as ‘The Fourth Wall’ and to break this wall was seen as the ultimate faux pas to make in a performance. I decided to call my theatre 'fourth wall' and base my identity on this idea of breaking it, instantly making the brand subversive.
My identity brings fourth wall right to the core of any story, which, as it is broken lets the viewer inside and into the heart of the narrative. Close crop imagery allows for a bold identity and doesn’t give plot lines away as the identity is applied.
A poster campaign uses billboards close to each other to deliver the concept of breaking the logo, and tells the audience a little more about the story with the positioning of the logo and imagery
The tagline "Step inside..." works well when the posters are applied to doors as they literally open to let the potential audience in.
Digital posters could open as people pass by, again showing the concept of them being let inside the play.
I designed a new format for the tickets which would be the size of a standard business card, making them much more practical.
These again play with the idea of breaking the fourth wall. The back could also be used to demonstrate an element of the plot.
As many people are not currently aware of how immersive theatre works I designed an app that allows you to navigate through scenes of plays and find out information about characters and plot devices.
Walkthrough of the app
The logo would be applied across merchandise with a natural divide – enforcing the original idea.
