The Warehouse Theatre, a premier skilled theatre situated within the historic West Finish of Greenville, SC, unveiled a brand new emblem in the present day, introducing a brand new search for the 47-year-old regional theatre.
“The Warehouse Theatre is a recent, modern, and energized theatre, and whereas the stage lights had been off throughout COVID, we felt it was the best time to deliver our model to life with a brand new emblem that higher mirrored our vitality and model persona,” mentioned Jason D. Johnson, managing director at The Warehouse Theatre.
Working with Greenville-based FUEL advertising company, The Warehouse Theatre staff started the rebranding course of in 2020 and, by means of analysis of best-of-class-off-Broadway theater branding and a deep evaluation of what differentiates The Warehouse Theatre model, a brand new, extra modern emblem developed.
“We needed to leverage the form of the enduring signal on Augusta Road whereas giving the brand new emblem a recent, distinct look,” mentioned Mary Church Cornette, VP/inventive director of FUEL. “What emerged was a clear, crisp emblem with easy strains consultant of the signal and the title in a easy font, strategically positioned and italicized for emphasis and vitality.”
The brand new emblem is simplistic but subtle with its black and white colour palette, particularly chosen to permit the performances, and never The Warehouse Theatre, to take heart stage. An occasional pop of colour will create visible curiosity in The Warehouse‘s advertising and present supplies.
Formally established in 1974, The Warehouse Theatre is residence to native, regional, and nationwide performers and produces thought-provoking theatre experiences, together with six to seven foremost stage performances every year, instructional packages, neighborhood engagement initiatives, and the Upstate Shakespeare Competition in Falls Park every summer season.
Through the COVID-19 pandemic, the stage has been darkish, however The Warehouse Theatre has improvised-what performers do best-and used the time to make upgrades and supply revolutionary manufacturing experiences and boards. The Warehouse Theatre partnered with three firms from throughout the nation to current work in a web based setting and likewise domestically produced two premieres, Objectivity and Fireplace within the Backyard, each recent and artistic Zoom productions.
“Till the curtains rise once more, our followers can proceed to get pleasure from performances and fill their creative and leisure needs by means of our on-line performances,” mentioned Mike Sablone, producing creative director for The Warehouse Theatre. “It has been a difficult 12 months, to say the least, however we’re nonetheless right here, and we’re coming again with a brand new, stylish, daring look, so prepare, Greenville.”
The Warehouse Theatre began as a summer season theatre program to provide performs in Greenville and rapidly grew right into a high-quality skilled manufacturing theatre providing edgy and stimulating works in an intimate type of theatre for a one-of-a-kind viewers expertise. In 1998, The Warehouse moved to its present location at 37 Augusta Road, a former cotton warehouse, and is the cornerstone of the thriving arts and leisure district in Greenville’s West Finish close to Smiley’s Café, Collect GVL, and Fluor Subject.