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Birmingham REP assesses brand communications strategy

The Birmingham Repertory Theatre (The REP) has appointed Birmingham’s ORB Creative as branding consultants, tasking them with helping to sustain the theatre’s identity throughout the construction of the new joint Library of Birmingham/REP development.

The appointment followed a competitive four-way pitch and will see ORB undertake a full brand audit throughout July, ahead of the theatre’s autumn season.

Part of the review includes ORB assessing the brand communication strategy presently in place, and helping to take it forward in time for the company’s temporary relocation in January 2011.

On completion of the Centenary Square development, the REP's brand will sit alongside the Library of Birmingham, creating what involved parties have daubed ‘an internationally unique centre of culture and knowledge.’

Paul Reece, head of marketing and communications at The REP, said of the project: “The REP is embarking on a very exciting journey over the next two years and we are all looking forward to the creative challenges that lie ahead. With us being without a resident ‘home’ for a substantial period of time, it is crucial that we are still communicating and connecting with our audiences and the wider community, and a great brand strategy is the way to do this.

“Throughout the major remodelling and refurbishing of the theatre location, we are producing and performing work in a variety of different venues in the city. For this reason, it is essential that we audit our current brand and ensure it supports us and our aspirations during our change of scenery. After seeing a number of specialist agencies, ORB’s approach was the most comprehensive and beneficial to us and we are really looking forward to working with their team.”

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