Newcastle brand and design communication agency Altogether has rebranded Middlesbrough Town Hall, which is celebrating its 130th anniversary.
The venue has played host to many great names in music, including Oasis, David Bowie, The Clash and The Smiths.
Altogether was appointed in Autumn 2018 to create an identity and start to build a brand that would position the Town Hall for the next phase of its journey.
The venue was closed for several years as it was transformed with the support of HLF and Arts Council funding, before re-opening in early 2018.
Altogether said: “The new identity needed to reaffirm Middlesbrough Town Hall as a place for the community as well as signal the transformation, aiming to grow audiences and bring new talent to their stages.
“We spent time understanding the venue, the spaces and how they are used, and importantly meeting staff and holding a workshop session to define their vision for the future of the town hall. For the brand to be a success, staff had to believe in it first and foremost.
“It was clear that the brand needed to celebrate Middlesbrough Town Hall’s role within the town yet have the ability to communicate beyond the locality. We defined their core positioning as ‘The beating heart of Middlesbrough’, reflecting the town hall being the civic heart of Middlesbrough since 1889, a meeting point for the community for generations, as well as their energy, spirit and importantly music at the core of everything they do.
“The core idea adapts to reflect the attributes of the town hall, extending the narrative with ‘The beating heart of the community’ or ‘The beating heart of local talent.’”