Box Theatre are at the forefront of technological experimentation in the theatrical world. They engage with all types of tech experts to modernise theatre and bring new technology front and centre. Their name comes from one of the first tech innovations that seemed to threaten the theatre industry: the perspective box.

The challenge

Developing an identity and positioning angle that strikes a balance between tech lovers and more traditional theatre goers.

The solution

The name Box Theatre, with its history of the perspective box, helps to bridge the gap between past and present. It also allows the brand to focus on 'putting things into perspective' when it comes to the perceived threats of new technologies. The visual identity relies heavily on the interplay of light and dark and the vibrant colours emphasise the excitement of the company. Finally, the brand positioning as an innovator as well as educator appeals both to tech enthusiasts and theatre artists who might feel behind-the-times when it comes to tech.