Open Works is Sheffield Theatres’ brand-new, two week festival. The brainchild of Artistic Director, Elizabeth Newman, it makes vital space for established artists and emerging voices to present work, exchange ideas and take risks in front of a live audience. We were in the room from day one – partnering with leadership to frame the intent, define the name, and deliver an authentic visual identity and good-energy campaign that gives props to the region.
Open Works Festival
What we delivered
- Naming
- Copywriting
- Visual Identity
- Campaign
A name that says it all to everyone
The idea of connection was at the heart of the brief – between artists and audiences, industry and amateurs, household names and homegrown talent; from British playwright, David Byrne to Sheffield-based, internationally-celebrated experimental theatre company, Forced Entertainment. We wanted to find a name that spoke to the wide range of experiences on offer while being explicit that this festival is for everyone, regardless of whether you’re a punter, professional, performer or culture-buff. That gave us Open Works — open access, open stage, open to anyone regardless of experience; works-in-progress and the work of making theatre. Memorable and spirited, it sets the stage for a festival where stories unfold and new theatre is shaped.
Putting the ‘O’ in Open Works
Proof that simple ideas can be impactful, the entire festival identity is shaped around an uppercase ‘O’. A distinctive and playful graphic device, the oval acts as a container for the wordmark, dates and various performance images; all while spotlighting an open stage – an intriguing, communal space worth exploring. Paired with a full suite of typefaces and mid-century inspired colours, the result is an offbeat but trustworthy and human-handed expression that doubles-down on the experience that Open Works is set to deliver.
Opening out the invitation with a print campaign
Creating a new festival from scratch is exciting, but there’s also a degree of risk – especially when what you’re selling is an opportunity to see how the sausage gets made, not just a front row seat. “Build it and they will come” simply wasn’t going to meet ambition, even if the long-term goal is for community building; and further positioning Sheffield Theatres as central to the national conversation. We advocated for a classic 4-sheet campaign to build awareness across the region, bringing the festival to life with language and visuals that captured imaginations. We also designed and typeset a 24-page guide, broken down by performance category and printed onto traditional newsprint to aid distribution and signal ‘festival’.
