‘Every Night is Opening Night’: Nederlander Theatres’ new identity

Bristol-based agency Fiasco Design has partnered with leading West End theatre group Nederlander Theatre to spotlight their own story through a new brand and website.

Since February this year, Fiasco has been working with the group to evolve its brand and elevate its UK presence. According to the agency's partner and creative director, Chris Tozer, the enormous potential of the project was clear as soon as they met the team and saw the brief.

He says it was a privilege to "go backstage" to such an iconic theatre brand and was excited to "play a part in restoring a historically important and much-loved theatre group".

Building trust was a key aim of the project, but the challenge was to craft a modern identity that honours the venues' rich heritage and prestige while shining a spotlight on the exceptional experiences they offer.

Celebrating Nederlander's legacy while appealing to diverse and new audiences required research and respect. Tozer reveals that the design team took inspiration from "archival brand collateral, architectural details and the interior palette from each venue", resulting in a design system that distinguishes each theatre through relevant shapes and colours.

This whole solution – from the compelling brand strategy and visual identity to the website – focused on putting the 'Nederlander Experience' centre stage.

A unified message that emphasises shared values and passion was much needed across the group. "To build brand equity for Nederlander but retain the power of the individual theatres, Fiasco introduced an endorsement line: 'A Nederlander Experience'," says Tozer.

The phrase acts as a clear stamp of quality but also emphasises that each visit is memorable and unique.

While the N monogram remains untouched, the new Nederlander wordmark draws inspiration from the Aldwych Theatre signage. "We wanted a logotype that was both born from heritage and modern, clean, and elegant," says Tozer.

To modernise the company's heritage, Fiasco looked to archived theatre posters, architectural details, and the interior palette of each venue, creating a visual identity system that codifies each theatre through relevant shapes and colours.

"Complementing the rich green and burgundy tones of the Aldwych and Dominion respectively with vibrant pops of a more modern feel, the theatres' new colour palettes balance the classic and contemporary, with accompanying graphics stylistically reflecting the Edwardian curves of the Aldwych and art deco motifs of the Dominion," Tozer explains.

The idea that 'Every Night is Opening Night' encompasses the whole brand experience. This sentiment was chosen to express the magic of live theatre and act as a promise that Nederlander teams will always perform at their best to make each and every performance special.

Fiasco worked with photographer and videographer Nic Kane on a library of photography and videos highlighting the unique spaces, great people, and ambience that make each experience memorable. Tozer says, "To capture the essence of the 'Nederlander experience,' we defined an atmospheric and energising art direction.

"This versatile content is designed for use across marketing communications, easily adaptable for both digital and print."

In addition to showcasing the new identity, the redesigned website was optimised to drive direct ticket sales and built to effectively communicate everything you would need to plan your visit and enhance the 'Nederlander Experience'. Tozer explains how each theatre is "codified to highlight the unique qualities of its venue," while a two-tier navigation system allows users to delve deeper into specific theatre and venue information.

"With clearer navigation, important details are now more accessible, making the entire experience smoother and more intuitive," he adds.