Friday 23 February 2018
Over the past 7 years, Shakespeare’s Globe has commissioned Premm to produce the look and feel for the Deutsche Bank sponsored initiative Playing Shakespeare. The Shakespeare productions are created specifically for young people, with 180,000 free tickets given to London school pupils focusing on a different play every time, this year being ‘Much Ado About Nothing’.
The design process differed this time as Shakespeare’s Globe has recently gone through a rebrand, which meant the new guidelines made us take a different approach to the creative. Tasked with producing visuals that would resonate with the audience but also showcase the play in a clever and exciting way. We had to consider the use of the new grid, colour palette and logo through all materials, as this would be the first performance being rolled out with the new branding.
For this play we felt the concept of the smart phones was a strong representation of the characters misinterpreted situation within the play, and how things can be falsely construed through social media and technology in today’s society. This is also something that the younger audience would identify with; reinforced by the fact the phones would be used in the play in a key situation in the performance and become a visual aid.
After the main image was created we applied this further to onsite branding such as flags, brick wrap and window graphics as well as taking characters from the design of the inside of the programme to link all materials together effectively.