Kings Theatre rebrand and website redesign

Branding and logos, Websites and digital

A rich and characterful rebrand for a historic south coast playhouse, honouring its Edwardian heritage while bringing a modern theatre experience to life online.

Inside spread of Kings Theatre brochure featuring Flashdance the Musical with Joanne Clifton and Ben Adams alongside ticket and event details.

The challenge

Kings Theatre is a 1907 Edwardian playhouse designed by Frank Matcham, known for its opulent architecture and vibrant cultural legacy. Despite its historic setting and ambitious programme, the theatre’s previous brand identity and website failed to capture the atmosphere, emotion or elegance of the venue.

Ave was approached to reimagine the brand and digital presence, not just as a marketing tool, but as an extension of the theatre-going experience. The goal was to celebrate the building’s past, clarify the breadth of its offer, and re-establish Kings Theatre as a premier destination for live entertainment and community engagement.

The requirements

A new brand identity inspired by the theatre’s Edwardian history and physical design
A tone and visual style that reflected the drama and elegance of the theatre experience
A website redesign that would showcase upcoming events and improve user experience
Integration of a booking system (TicketSolve) and third-party tools such as Google Tag Manager, Yoast SEO and accessibility software
Marketing materials that connected the print and digital experience with the venue’s atmosphere

Kings Theatre Autumn/Winter brochure cover showing a smiling performer on stage, overlaid with bold typography and angular graphic shapes.

Inside spread from Kings Theatre brochure promoting Evita the Musical, featuring production photography, performance details and critical reviews.

The process

Our process began with a mix of qualitative and quantitative research. We surveyed theatre-goers and non-attenders across Portsmouth and conducted interviews both inside and outside the theatre. This helped us understand perception gaps and shape a brand strategy grounded in authenticity, emotion and relevance.

We dived into the theatre’s archives, pulling references from original 1907 posters and programmes. These artefacts informed the new brand palette and typeface selection, not simply as decorative nods to the past, but as design tools that reconnected the present-day theatre to its legacy.

We developed a distinctive ‘K’ icon, influenced by the architectural curves and symmetry of the theatre interior, creating a versatile brand mark with depth and context. Every design decision was aimed at translating the feeling of stepping into the Kings Theatre into the brand and website experience.

Outdoor poster for ‘Our House’ musical at Kings Theatre, featuring cast members dancing in front of a colourful dual arrow sign with show details.

Kings Theatre branded stationery set including business cards, envelopes and letterhead, featuring bold K monogram and ‘Always Entertaining’ strapline.

Close-up of hand holding Kings Theatre membership card featuring bold red and black design with theatre branding and ‘Always Entertaining’ tagline.

The solution

The final brand is elegant, expressive and rooted in place. It blends historical richness with modern clarity, helping the Kings Theatre stand out while staying true to its Edwardian soul.

The WordPress website, fully integrated with TicketSolve, allows users to browse, book and explore with ease. The XML feed ensures show content remains current, while SEO tools and accessibility integrations keep the experience discoverable and inclusive. The design mirrors the theatre itself, welcoming, grand and full of personality.

Whether visiting in person or engaging online, audiences are now welcomed into the world of the Kings Theatre from the very first touchpoint.

53%

increase in online users

55%

increase in individual sessions

75%

increase in page views

91%

increase in online purchases

25%

increase in e-commerce rate

Street-level advertising display for The Wizard of Oz at Kings Theatre, featuring golden typography, ruby slippers and yellow brick road on a green backdrop.

Kings Theatre brochure spread showing summer schools including Legally Blonde Jr and Ali Baba summer experiences for young performers.

Animated gif of Kings Theatre website showcasing homepage layout with event listings and rich photography of the theatre interior.

Would you like to see results like these for your organisation?

If you’re interested in finding out more about how we could work together, send us a message and we’ll get back to you.

Let’s talk about how we can help

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