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 artisrty of it’s acclaimed owner, Andrew Lloyd Webber. 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. 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.