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UNTITLED WAREHOUSE PROJECT


Identity Design | Brand Strategy | Motion | Marketing | Art Direction

Client: Untitled Warehouse Project

art DIRECTOR and GRAPHIC DESIGNER: Hamish Besley
Marketing Manager: Patrick Vallely
PHOTO/VIDEO: Dan Nodder + Hamish Besley


Untitled Warehouse Project is an emerging theatre company, seeking to deconstruct the theatre medium by facilitating designer-led dance performances where dress, light, sound and staging drive production. The task was to create interconnected brand identities for the company and their first show, '001 Warehouse Project'. The company's identity uses stark typography and modest grid systems as a foundation, while the show's branding builds on this with industrial and rave-inspired elements. We incorporated motion extensively, reflecting both the narrative of the show and enhancing digital marketing effectiveness.

The campaign utilized opaque visuals across social media and print, intentionally shrouding the show's content in mystery. Audiences' information was limited to 'Dance, Rave, Installation' and 'Designer Led'. This approach aimed to create intrigue within the theatre community, as the target audience was primarily industry insiders. The goal was to subvert and expand the medium of theatre, attracting those already familiar with conventional performances.

Our visual system establishes a strong company identity while providing a flexible framework for individual shows. This allows each performance to have its unique flavor while maintaining brand consistency, resulting in a cohesive yet adaptable brand that can evolve with future productions while building recognition for Untitled Warehouse Project.


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