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Griffin Theatre Company 2013 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Entertainment and Leisure, Theaters, Arts, Performances, Plays, Playwrights, Actors, Productions
Below: Before and After Images in Slide Show, Summary, Credits

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Griffin -


Industry Setting
The Arts is an innovative pursuit, but so many Arts brands are conservative and constrained by limited budgets. We believe that Arts branding should be as innovative as the productions, that small budgets should not mean small ambitions.

Griffin Theatre Company is a new writing theater at the forefront of Australian playwriting, famous for some of Australia’s most memorable plays, playwrites and actors. But in stark contrast, its brand has never matched the highly acclaimed quality of the work it fosters.

Research showed what made Griffin unique was the rawness of performances, constant drive to innovate the theater experience, and intimacy of its small diamond-shaped stage – an unparalleled space that creates the emotional impact that only comes from sitting so close to the actors themselves. We likened it to being thrown into the deep end. Immersive and confronting. Raw and exhilarating.

This strategic idea shaped the new brand and a vertical logo that became the logical representation for the depth of the experience. The mood changes through different combinations of words, color and imagery – from one production to another, one touchpoint to the next – but the backbeat is distinctively Griffin.

Activating this brand in combination with digital, non-traditional media, Griffin not only broke box office records for individual productions, but also did so with only a fraction of their competitors’ million dollar budgets. Launching the 2011 and 2012 seasons digitally – and therefore ahead of the competition – also scored Griffin first-mover advantage and dramatically increased new subscribers year on year.

• Subscriptions +50% in 2010, +26% in 2011.
• e-newsletter subscribers +119% over past 3 years.
• Unique website visitors +32% from 2010.
• Facebook fans +24% from 2010.
• 44,180 unique visits to YouTube as of May 2012.
• Won local and international creative awards for innovative design (AGDA, Red Dot).


Client: Griffin Theatre Company -
Marketing Manager: Jennifer Cannock

Brand Strategists/Designers: Interbrand Sydney

CEO: Damian Borchok
Managing Director: Richard Curtis
Creative Director: Chris Maclean
Design Director: Andrew Droog
Client Service: Katie Barter


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