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LW Theatres

Stage the extraordinary

Seven theatres, one vision. The iconic and historical buildings that make up LW Theatres have their own unique personality and story. The rebrand has united the distinctive theatres with the artistry of its acclaimed owner, Andrew Lloyd Webber.

Brand IdentityBrand StrategyNamingVerbal Identity

The insight

The new identity needed to celebrate the artistry of its owner, and affirm LW Theatres’ purpose to ignite imaginations, inspire creativity and bring joy to everyone who walks through its iconic theatre doors.

The idea

In order to create truly unforgettable experiences, we developed the brand positioning ‘Staging the Extraordinary’ – an idea dedicated to making the ordinary extraordinary. We brought it to life visually with a branding system inspired by a spotlight and stage concept that we developed across the new brand identity. Based on the spotlight and stage, we carefully crafted a series of monograms that draw inspiration from each theatre’s unique architectural features and styling – to maintain the character of this much-loved family of individuals.

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The impact

“I am delighted with the work Elmwood has done, from the first moment, they blew us away with their creative approach right through to actually delivering the project. We have also thrived on a close, collaborative and thoroughly enjoyable process working together. Our new branding is the first important step in helping us achieve our ambition to become the most successful group of theatres around the world.”

Jules Arnott CCO, LW Theatres

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Get in touch

Give us a call, drop us an email or just pop by one of our studios.

Leeds

105 Water Lane,
Leeds,
LS11 5WD

+44 (0)113 318 4500 [email protected]

London

27 Gee Street
London,
EC1V 3RD

+44 (0)20 7637 0884 [email protected]

New York

531 West 25th Street
3E, New York,
NY 10001

+1 (646) 2530520 [email protected]

Melbourne

78 Docker Street
Richmond,
VIC 3121

+61 (0)3 9207 8100 [email protected]

Singapore

759A North Bridge Rd
Singapore,
198727

+65 6298 1858 [email protected]
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