For our final major project at the end of our first year the founder and artistic director of theatre company 'New Shoes Theatre' presented us with our first live brief: to design a new visual identity for the theatre company.
New Shoes Theatre is a feminist theatre company that raises awareness
of domestic violence and gives a voice to women's writing and their legacy of work.
of domestic violence and gives a voice to women's writing and their legacy of work.
After extensive research on feminism I thought that it would be difficult
and possibly controversial to visually represent feminism so I decided to
try and capture the aesthetic of theatres in London's West End and design a custom typeface.
and possibly controversial to visually represent feminism so I decided to
try and capture the aesthetic of theatres in London's West End and design a custom typeface.
Final Typeface
I then started to experiment with illustrations of shoes that are related to productions New Shoes Theatre has put on in the past such as Cinderella's glass slipper. These then developed into patterns which I thought complemented the type.
Final Logoform
2 spreads from the programme of events
2 spreads from the educational booklet
Stationery
Website
