CLIENT: VARIOUS PERFORMING ARTS ORGS
ROLE: DESIGN LEAD
After a year like never before, and endless months of being stuck at home watching recordings on repeat, the 2020 lockdown created a strong desire for getting back to ‘live performance’. However, restrictions meant that all theatres had to remain closed.
In the summer of 2021, Live at No.40 was established by Scottish Opera, Citizens Theatre and the Scottish Ensemble to give audiences the chance to experience live theatre safely in an outdoor setting.
The DNA of a performing arts space
The visual identity focussed on attracting younger audiences, incase existing audiences were still unsure about returning to gatherings. Live at No.40 promised theatre, opera and music so the nature of the visual identity needed to be quite broad to capture all these experiences.
The inspiration for shaping this identity was drawn from the DNA of a performing arts space. Elements such as the dynamic stage, the interplay of lighting, the resonance of voices — be it in song or theatrical performance — along with the ambient sounds, the anticipation of the audience, the symbolism of tickets, and the critical lens of the press, all played a pivotal role in influencing the creative direction.
The resulting visual identity emerged as a playful and highly flexible solution, catering not only to the promotional aspects but also to the practical needs of wayfinding and day-to-day operations.
Photographer: James Glossop
