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Elmwood rebrands Really Useful Theatres


Leeds-based Elmwood, has completed the rebrand of Andrew Lloyd Webber’s Really Useful Theatres to LW Theatres.

The agency developed an overall brand for all 7 theatres, with each having its own distinct look.

As part of the partnership, Elmwood also worked on the branding and marketing strategy for the £46m redevelopment of Theatre Royal Drury Lane, to turn it into LW Theatre’s flagship destination.

“We live for the magic of live theatre. The rebrand of our family of theatres, built on their unique individual characters, is an important step in helping us achieve our ambition to become the most successful group of theatres around the world,” explained Jules Arnott, Director of Marketing and Communications Director.

“It underscores our determination to make LW Theatres a stage for the extraordinary. I am delighted with the work that Elmwood has done, focusing on every detail to make every time our audiences come to one of our theatres an unforgettable experience.”

The group includes seven West End Theatres – The London Palladium, Theatre Royal Drury Lane, The Cambridge Theatre, Her Majesty’s Theatre, The Gillian Lynne Theatre, The Adelphi Theatre and The Other Palace. The Other Palace was not included in the brief.

Elmwood explained that the designs were to reflect “moving the ordinary to the extraordinary, creating truly unforgettable experiences for the people who sit in front of the curtain to the people who work passionately behind it.”

It said that the branding was inspired by the spotlight and the stage, combined with an “unusual and uplifting” tone of voice. Each theatre has its own monogram, inspired by the venues themselves.

“The change will help the theatre company communicate directly and more effectively with a wider public and the business world. Working with Elmwood has been a real pleasure. From the first moment, they blew us away with their creative approach. And we were not disappointed when it came to delivering the project,” added Managing Director, Rebecca Kane Burton.

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