Spectra Performance Company
Spectra is a Midlands based professional theatre company that celebrates neurodiversity through multi-sensory, accessible theatre experiences. The company approached us with the need of cultivating their brand identity. We reassessed Spectra's brand positioning, discovered their brand attributes and developed an identity that would enable them to communicate their values with an aim to reach new audiences.
Our goal was to find connections from the brand attributes in order to establish a coherent visual style that would guide us through the process of translating the brand visually.
Words such as compelling, imaginative, exciting and fun, appeared to relate to the immersive nature of the company and the experiential factor which is the key factor of Spectra’s performances.
Whereas words such as authentic, diverse, inclusive and welcoming suggested the openness related to the human element within the company as well as the equality, which is central in the company’s ethos.
This helped us to summarise Spectra’s brand attributes as Experiential Freedom, which enabled us to translate it visually with related imagery, colours and an overarching brand style.
We have used Spectra's live performances to capture their work on video and in still photography. We developed the captured material into the creation of digital assets that the company was able to incorporate into their online channels.
Our main goal was to help Spectra develop a consistent visual aesthetic that showcases the theatrical diversity of their shows as well as raises awareness and celebrates the neurodiversity in the arts.
Part of Spectra's legacy is focused on their collaborative and organic approach to work which we aimed to highlight in various assets created for digital use and in print.
We have also woven Spectra's playful identity into the design of their newly commissioned report focused on theatre made by artists with learning disabilities as well as the design of their manifesto which summarises the report itself.