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.
Components:
• Dynamic logo system for Belvoir St Theatre (‘upstairs’) and Belvoir Downstairs
• Stationery
• Promotional posters for individual plays
• Promotional brochure
• Logo animation
• Dynamic logo system for Belvoir St Theatre (‘upstairs’) and Belvoir Downstairs
• Stationery
• Promotional posters for individual plays
• Promotional brochure
• Logo animation
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/a0231868-59e1-4bb9-a9dd-0d509c204b0e_rw_1920.jpg?h=9cd6255cf7a6625b0b7f98c6bfcaf040)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/0cc2df6c-e579-426d-8e9f-09f75c9def83_rw_1920.jpg?h=a0868e8735e71777c982f43c6244b939)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/d906f025-b1c1-4af7-bddf-abe226865139_rw_1920.jpg?h=d83a7a4f0110e10069cdf88aadde50d5)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/ac5f2da9-f9e1-4ce1-a3dc-610b70f8cbdc_rw_1920.jpg?h=cbc2125e1a6143b454643e2d5628efd8)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/1df6c2c3-af08-4222-9d76-8ce01aa5255a_rw_1920.jpg?h=e503d5ff57835de8b543279216688117)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/d456686c-d471-4c0b-b389-d7a5dd3de05f_rw_1920.jpg?h=aa822b10c84e8ccfc4ddc0b489c02f2a)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/9222803e-a218-4853-9f98-e66387489748_rw_1920.jpg?h=eca7c62ebe4376eecbcdda5948a880e5)
![](https://cdn.myportfolio.com/f0b9f3cb-5f17-4088-9e14-109c23b579db/8890757f-f0dc-4c5f-8b4b-39291d1e17d7_rw_3840.jpg?h=cf003cac79f9fed4dfce543037bf5e0b)