What better way to celebrate turning 35 than to spruce-up your style – and that’s exactly what Jackons Lane asked for when planning their birthday celebrations.

Wonder were commissioned to transform the brand, working towards a new visual identity that better reflected the vision, values and personality of this formidable multi-arts venue in North London.

With a reputation of supporting experimental, emerging and established contemporary performance, and set amongst a venue offering theatre, dance and rehearsal spaces, cafe and bar - we knew that the visual identity would need to be cool, quirky, modern, all-encompassing and flexible.

Focusing on one part of the visual identity - the logo mark - we made use of stacked Alternate Gothic type combined with a scratchy, shabby chic style of illustration to represent the diverse, eclectic nature of the artistic programme which includes theatre, circus, comedy, events and exhibitions.

The logo mark is available with different illustration and colour palette variants to be applied to the specific seasons (e.g. Summer) and parts of the offer (e.g. kids theatre). This keeps the brand looking fresh throughout the year and ensures that it directly connects with target audiences. 

Once the visual identity was created with associated style guide and toolkit for in-house use, we began a roll-out process that included new stationery, show marketing, flyer and poster templates, what's on programme design, website and e-marketing. The icing on the 35th celebratory cake, was a re-designed wayfinding system taken across the venue.

Brand confidence and consistency across all channels is now envied by many a London arts venue, and is supporting the growing success of Jacksons Lane.