MAJOR VENUE BRAND IMAGE & IDENTITY
Lead: Excalibre. In Collaboration With: WiteKite Design
The Sydney Coliseum Theatre, opening in late December 2019, is a $100 million dollar world-class state-of-the-art commercial theatre and is part of the West HQ Rooty Hill destination precinct.
Excalibre Insights developed for the client, entertainment industry expert, Executive Director, Craig McMaster, a new compelling venue name and brand to replace the “construction working name” of Western Sydney Performing Arts Centre. The name needed to shift an incorrect perception of a “large new community theatre” to a bold new commercial theatre that would attract the world’s best producers, performers, and arts organizations. Excalibre conducted extensive consumer and entertainment industry research and reviewed over 150 potential naming options for the venue.
It became clear that out of all the names that could be successfully registered, The Sydney Coliseum Theatre at West HQ was the stand out.
The response to the new name was extremely positive from key stakeholders and consumers as it was seen to reflect the bold and grand vision of the theatre and Cox Architects’ unique and iconic design.
And really, who wouldn’t want to perform Live at the Sydney Coliseum
WikeKite Design was then engaged to bring the name and brand to life.
At the same time as creating the new name, image and identity for the theatre, Excalibre began shaping the commercial strategy that included designing operational partnerships to deliver the technology needs of the venue, major brand marketing partnerships, and community engagement/cause related marketing programs. Over the next 6 months a series of high profile commercial partners will be announced.
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