Malthouse Theatre

Audit, strategy and rebrand of Australia's premier independent theatre company

Malthouse Theatre is at once a treasured building, a theatre company, a creative site and an engine for change. It is also the imaginative expression of a committed team of artmakers reaching out to an even larger number of local, national and international artists. All are dedicated to an ongoing conversation with audiences of exciting diversity and character.

The Brief

Malthouse Theatre approached Qualia Creative to design the Season 2014 marketing collateral as well as refine their brandmark to coincide with the venue partnership with Coopers, the largest Australian-owned brewery.

Brand revitalisation distinguishing the production company (left) from the venue (right).
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Brand revitalisation distinguishing the production company (left) from the venue (right).

The core stylistic concept of the Malthouse Theatre brand is "The Reveal", (a typographic treatment that uses the double slash symbol as a means of revealing content). The overall approach is inspired by the sense of suspense we feel when facing the unknown. The Reveal analogises the mystery of obscured truths followed by the catharsis of narrative conclusion. It encapsulates the fluttering of stomachs before a performance begins. The knowledge that presently kept secrets will soon be shared. The sense of standing at the threshold of the unknown.
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The core stylistic concept of the Malthouse Theatre brand is "The Reveal", (a typographic treatment that uses the double slash symbol as a means of revealing content). The overall approach is inspired by the sense of suspense we feel when facing the unknown. The Reveal analogises the mystery of obscured truths followed by the catharsis of narrative conclusion. It encapsulates the fluttering of stomachs before a performance begins. The knowledge that presently kept secrets will soon be shared. The sense of standing at the threshold of the unknown.

Brand Architecture and "The Reveal" text applied to the master and sub brands.
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Brand Architecture and "The Reveal" text applied to the master and sub brands.

Malthouse Theatre colours, Season 2014
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Malthouse Theatre colours, Season 2014

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Brand overview (coloured logos) Helium brandmark pre-existing

Malthouse Theatre typography (mock content for production details)
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Malthouse Theatre typography (mock content for production details)

Malthouse Theatre stationery
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Malthouse Theatre stationery

Graphical elements illustrating the reveal device (initial concepts)
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Graphical elements illustrating the reveal device (initial concepts)

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