Roundhouse gets new identity to highlight its charity work
Performance venue the Roundhouse has undergone a rebrand to raise the profile of its charity and build on its reputation as a leading venue in London.
The Roundhouse
Roundhouse appointed Magpie Studio to create the new brand identity following a pitch last August, and the agency has created a brand system that includes a round logo as a 'symbol of transformation' as well as a 'cyclical messaging device'.
The identity builds on the new brand positioning 'We Create to Transform’, which was created by Jane Wentworth Associates (JWA).
"We've been huge fans of the venue for years but never knew the full story of what the Roundhouse does, which perhaps was indicative of the challenge. Every penny raised from performances and events goes to the work they do with young people," said Ben Christie, founder and creative director at Magpie.
The agency also wanted to bring the story of the young people Roundhouse works with and devised a communication tool called 'the story trip'.
"We dedicated a piece of real estate on each communication to telling the story of the work Roundhouse do with young people," added Christie.
Magpie also worked with Reed Words, which helped craft the messaging for the organisation moving forward.
The new identity comes as the Roundhouse celebrates its 50th anniversary of opening and 10th anniversary of using the arts to transform the lives of young people with its creative centre. The new brand is part of its ambition to drive forward and stay modern and relevant.