Hypothetical rebrand for Belvoir St Theatre in Sydney
This hypothetical rebranding project for Belvoir St Theatre took the company’s two performance spaces – the Upstairs or mainstage theatre and the smaller Downstairs or studio theatre – as the inspiration for a logo system in which an inverted capital B transforms into a lower-case b. The red in the palette nods to the building’s origin as a tomato sauce factory.
I aimed to capture Belvoir’s distinctive personality and position in the Sydney theatre scene as an ‘alternative/radical mainstream’ company, straddling mainstage and fringe. The Downstairs poster images reflect the resourcefulness of these productions with trompe l’oeil effects and a limited palette.
• Dynamic logo system for Belvoir St Theatre (‘upstairs’) and Belvoir Downstairs 
• Stationery
• Promotional posters for individual plays
• Promotional brochure
• Logo animation
Back to Top