Branding: Sheffield Theatres
Sheffield Theatres is a theatre complex comprising of the Crucible, the Lyceum and the Studio. These theatres make up the largest regional theatre complex outside of London and show a variety of in-house and touring productions. The Crucible is also home to the most important event in professional snooker - the World Snooker Championship. Rare Company have re-branded the orgainsation in time for the 2010 re-opening of the 15million re-furbished Crucible. Sheffield Theatres new brand has been developed as a mark that unifies the three theatre houses under the umbrella of the trust's name.

Design: Illustration / title design
Rare Company initially started working for Sheffield Theatres by winning a competitive pitch to design the Crucible’s re-launch season brochure. The brief was to creatively use typeface and no images to promotion the season’s productions. Each show had it’s own artistic direction and the resulting designs directly communicate key themes of the pieces.

Design and Print: Sheffield Crucible Re-Launch Brochure
The Crucible brochure concept was to create a clean blank canvas, giving a sense of fresh and new, as the building re-launches under new artistic direction. The title treatment ‘Crucible/Incredible’ makes a statement about the building and its programme. This piece of work was carried out before Rare Company started to re-brand Sheffield Theatres, and yet key styles were defined by designing this brochure that went onto inform the branding.

Design and Print: Sheffield Crucible Housewarming Leaflet
In the run up to the official 2010 re-opening of the Crucible, from November 2009 Sheffield Theatres are hosting a number of performances and events. Under the title ‘Housewarming’ this leaflet was designed to be inviting to the general public and yet clearly communicate the programme of events. Sheffield Theatres wanted ‘Crucible red’/Pantone 485 to be prominent in the design, which occurs in the wallpaper design, this colour has since become a core colour in the new Sheffield Theatres branding.

Design and Print: Sheffield Theatres Season Brochure
Following on from the success of the Crucible brochure and the Housewarming leaflet, Rare Company were asked to design Sheffield Theatres spring 2010 season brochure, producing once piece of print promoting all three theatre houses programme of events. The design was created as the branding was being developed and thus saw the introduction of the new brandings three core colours - The red for the Crucible, the purple for the Studio and yellow the Lyceum. Other key styles of information presenting were carried through from the previous designs, thus creating a graphic language to Sheffield Theatres printed marketing materials.

Design and Print: Branding Applied
To support the new brand Rare Company created full brand guidelines for Sheffield Theatres in the form of a ‘brand bible’. The guide details how the new branding can be used and applied for all internal and external use, from stationary to signage. The business cards and flyers above are examples of how the branding is starting to be rolled out across the organisation and used on all corporate and marketing materials.