Students from FDA graphic design of Camberwell were given the task of creating a new identity design for the theatre which is called “New Shoes Theatre” for the final project of the last term . Their art director, Nicolette Kay (Artistic Director) explained why they needed to rebrand her previous logo which was created by her . I studied about creating an identity system step by step. I looked at the key words that reflect “New Shoes Theatre” which are activism, awareness, domestic violence, fragile, feminism, freedom, international, movement, protection, performance and protest .
I picked on one of their goals “We create a multicultural and inclusive platform with international links” I then came up with the idea of linking point to point by producing a connection, I did this because the company being a very international and multicultural aims to connect people, so I created a story which was New Shoes Theatre connects internationally based on connecting points . I made the proposal which include logo form, website (three animated different examples of page layouts), stationary (letterheads, business cards, compliment slips and envelopes), 12pp programme of events, press pack, education pack, tickets, T-shirt, tote bag, decorative figures and interactive application (an idea mock up) .