Sadler’s Wells

Take centre stage

Reflect a bold vision

Sadler’s Wells approached us to rethink their brand, as it was not reflecting the ambitious, genre-defining nature of the Theatre. It was 20 years old, hidden amongst the productions it was showcasing, and not driving credit for the wide breadth of work back to Sadler’s Wells itself.


Create a hallmark

By using a system that placed evocative dance imagery at the heart of the identity, overlaid with a strong, typographic wordmark, we gave Sadler’s Wells a robust and straightforward solution that gave them greater ownership of their leading status in contemporary dance.

50% more shows are exceeding their ticket sales targets since the new brand launched, and the first membership scheme with the new branding delivered 400% ROI in its first 5 months.