Sydney Theatre Company

A new brand and new creative direction for Australia's premiere theatre company.

Multiple bus stops with STC advertising posters

For over 30 years, Sydney Theatre Company has been Australia’s premiere theatre company. 2018 saw the appointment of their new Artistic Director, Kip Williams, and with him came a Season that explored power and leadership within our contemporary world.

Sydney Theatre Company approached Dialogic Studios to capture Kip’s vision through a new visual identity and approach to image making. Dialogic art directed the 13 images which represented the 13 plays of 2019. A focus on colour, energy and portraiture became the visual glue that held the images together while still allowing each play to carry its own personality. A strong unity throughout the images was developed despite criss-crossing genres and themes.

Art direction
Web design
Publication design
Campaign design
Dialogic Studios
Campaign Manager Steph Zappala
Photography Rene Vaile
Styling Elizabeth Gadsby
Hair & makeup Union Management
Printing Special T Print
Folio photography Foliolio

All this was all wrapped in a new visual identity, one that focuses on strong, bold type and an ever present logo. This new identity was rolled out to all aspects of the Season, from large format signage through to social media and digital applications, and of course, the Season Brochure.

The Season website was the key touchpoint for ticket sales so it was vital that it held all Season information and created paths that made conversion as intuitive as possible. We reskinned the STC website with our new identity as well as redesigining the content system to ensure high conversion rates.

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