Communication Design: La Mama, Fictional Re-brand for an Iconic Melbourne Theatre
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Project Type: Final-Year Communication Design Project
Timeframe: 12 Weeks (Semester 1, 2024)
Team: Solo Project
Objective: Refresh the visual identity of La Mama Theatre, aligning with its bold, independent spirit while maintaining its deep cultural heritage. -
Brand Designer – Developed a cohesive brand identity, including logo, typography, and visual assets.
Marketing & Social Media Designer – Created engaging promotional materials and social media campaigns to increase audience engagement.
Researcher – Conducted brand analysis, audience research, and competitor benchmarking to inform design decisions. -
Design & Branding: Adobe Illustrator, Photoshop, InDesign
Research & Documentation: Notion, Miro
Presentation: InDesign
The Challenge: La Mama Theatre has a strong reputation in Melbourne’s independent theatre scene but needed a refreshed brand identity that better reflected its bold, experimental, and expressive nature. The existing branding was outdated and lacked cohesion across digital and print platforms.
Opportunity: A new visual identity that:
Captures La Mama’s fearless and independent approach to theatre-making.
Appeals to both long-time patrons and new, younger audiences.
Maintains a connection to La Mama’s rich history while introducing a modern edge.
Key User Needs
A fresh, recognisable identity that stands out in Melbourne’s arts scene.
A visual system that works effectively across digital, print, and environmental applications.
A balance between tradition and innovation in branding.
Research & Discovery
Methods Used:
Brand Analysis: Reviewed La Mama’s existing branding, past marketing materials, and audience perception.
Competitor Research: Studied visual identities of other independent theatres and arts organisations.
Audience Insights: Conducted informal interviews and surveys with theatre-goers and industry professionals.
Key Insights:
The brand needed to feel bold and contemporary without losing its grassroots essence.
A geometric typeface would modernise the logo while maintaining a strong character.
Visual elements should reflect the theatre’s expressive nature, such as voice projection and audience engagement.
Ideation & Design Process
Concept Development:
Explored various logo styles, from abstract marks to type-driven solutions.
Developed a versatile design system incorporating brand elements into print and digital assets.
Created a geometric type-based logo with subtle nods to theatre seating and performance.
Key Design Decisions:
Logo Design: A geometric wordmark with rounded “a” forms symbolising rows of theatre seats.
Typography: A bold, modern typeface that enhances the brand’s presence.
Graphic Elements: Shapes representing voice projection and audience interaction, used as masks over images or as dynamic patterns.
Application System: A flexible design approach ensuring brand consistency across posters, digital banners, and signage.
Prototyping & Testing
Validation Methods:
Feedback: Presented concepts to lecturer and classmates.
Audience Testing: Gathered reactions from patrons and younger theatre-goers.
Application Testing: Tested brand consistency across print, social media, and website mockups.
Key Refinements:
Adjusted logo proportions for better readability across sizes.
Fine-tuned colour application for better contrast and digital adaptability.
Refined graphic elements to maintain visual clarity when used as patterns or overlays.
Final Design
Final Deliverables:
A bold, contemporary logo reflecting La Mama’s independent spirit.
A dynamic visual identity system for posters, programs, and social media.
A refreshed brand strategy that enhances audience engagement.
Marketing templates for future campaigns and productions.
Reflection & Next Steps
Key Takeaways:
A strong brand identity requires balancing heritage with modernity.
Audience feedback is essential in refining design decisions.
Designing for a cultural institution requires deep research and strategic thinking.
Future Opportunities:
Expanding the brand system into motion graphics for digital platforms.
Developing merchandise and physical signage applications.
Exploring animation and video storytelling for marketing campaigns.