Soulpepper Theatre Company
The Story
After spending almost twenty years at the forefront of Canadian independent theatre, Soulpepper Theatre Company, based out of the historical Distillery District in Toronto, found itself ready to reimagine its brand and reposition itself for decades to come. At the same time, a change in the company’s Artistic leadership was announced along with a bold new vision to better connect all communities through timeless yet modern storytelling. The new branding had to reflect this important new chapter for Soulpepper and mark an inaugural season of powerful and pioneering programming built on the unifying theme, Breaking Ground.
Deliverables
Research & Strategy
Brand Development
Visual Identity and Program
Brand Guidelines
Advertising
Photography
Promotional Materials
Stationary and Templates
Research & Strategy
Research & Strategy
To successfully reposition Soulpepper as well as increase audiences for all on- and off-stage offerings, extensive research was necessary to identify both current and desired audience needs and preferences. In-theatre primary audience research was conducted as well as focus groups with Soulpepper staff, artists and partners. A significant online quantitative study was undertaken with existing subscribers and with the general public to understand both brand perception, ticket purchase behaviour and potential new patron acquisition strategies. Secondary research included looking at ground-breaking theatre companies in the U.S. to gain insights into audience diversification and best practices towards ancillary programming and theatre activities.
A new brand essence was articulated as ‘Sharing stories, connecting us all’ — the belief in the power of stories to break ground and build stronger personal and communal connections. The inaugural season of artistic programming for January – August 2020 then launched as Breaking Ground.
Identity
The new visual identity had to reflect both a newly articulated brand essence and the need for a change in perspective, both as a theatre company with a strengthened artistic vision; and collectively, as a community needing to be pushed beyond the familiar and comfortable by an exceptional theatrical experience. The mark was designed around the idea of opening stage curtains: that moment of magic when a viewer is transported from one reality to another. This simple visual device is paired with contrasting typographic treatments to represent both timeless and modern voices.
Based on the insights gathered during research, and with brand strategy fully committed to creating and producing work that challenges, moves and changes its audiences, we endeavoured to create a design system that paid respect to where Soul Pepper was coming from, yet was lighter, unencumbered by heavy boxes and flourish.
Creative Direction: Interim Show Art
For over twenty years, Soulpepper commissioned world-class illustrators to create the iconic show artwork for each season. Soulpepper’s brand was synonymous with their show art. The new Breaking Ground season demanded something different. A photography-based approach became the best solution to signal change. The resultant photo shoot featuring a central character from each play was stylistically treated to retain that familiar sense of illustrated wonder that had, to date, helped to communicate each play’s deeper meaning and themes.
