Pitlochry Festival Theatre
When the inimitable Alan Cumming joined Pitlochry Festival Theatre as Artistic Director, he ushered in a new creative era defined by boldness, playfulness and ambition. The theatre needed a campaign identity that could match this energy while bringing clarity and cohesion to a diverse programme of festivals, performances and events
Work
- CAMPAIGN CONCEPT
- LOGO & VISUAL IDENTITY
- GRAPHIC DESIGN
- CAMPAIGN ASSETS
- PRINT & DIGITAL ROLLOUT
We created a flexible campaign world built around a single graphic idea - a visual device capable of shifting, expanding and transforming to reflect the many voices and moods of the theatre’s programme.
our response
At the centre of our campaign design sits the asterisk — a simple yet versatile symbol providing cohesion while allowing each season to express its own character.
For the main season, the asterisk becomes a theatrical spotlight highlighting the standout shows and exciting names set to take to the stage. For Out in the Hills – a vibrant new LGBTQIA+ festival – it explodes into a sunburst alongside vivid shapes in a rainbow palette celebrating queer voices. For Winter Words, it evolves into the pages of an open book and a softer palette reflecting a quieter, story-driven experience. Across all expressions, the asterisk creates a consistent thread that makes each campaign instantly recognisable.
The same visual thinking informed a special 75th anniversary mark for the theatre, where the asterisk was reimagined - minus a quarter - to honour three quarters of a century of creativity, while sitting comfortably within the wider campaign system.
The visual language is bold, confident and energetic, combining bright colour, strong typography and dynamic graphics.
A VISUAL SYSTEM BUILT TO FLEX
Designed as an adaptable visual toolkit, the identity extends naturally across print, digital and spatial environments. From posters on city streets to immersive installations such as the theatre’s selfie wall, the campaign is encountered in multiple ways.
The graphic language also lends itself to merchandise, social content, and even stage environments – with large-scale foam shapes appearing as a backdrop for on-stage talks by figures such as Graham Norton and Ian McKellen – illustrating how the visual system extends beyond traditional campaign formats to infuse every touchpoint with the bold, playful spirit of the theatre’s new era.
A FUTURE-FACING DESIGN
By building a campaign system that is flexible and highly recognisable, we have created a visual world that evolves with each festival yet remains unmistakably Pitlochry. The result is a refreshed campaign identity that brings cohesion to a diverse programme, celebrates the theatre’s rich creative culture, and positions Pitlochry Festival Theatre confidently for the future.
The visual system extends beyond traditional campaign formats to infuse every touchpoint with the bold, playful spirit of the theatre’s new era.
