CLOC musical theatre is an amateur musical theatre company. With over 100 shows performed the volunteer run company has a loyal fan base. CLOC’s audience is made up of theatre enthusiasts old and young, many have been attending CLOC shows for years. CLOC aims to support their talented team, provide high quality shows to their attendees and support the arts and the beliefs of their community. CLOC holds multiple shows a year which are run for only a short period of time. They perform at a more intimate stage, 700 seats, a lot smaller than their competitors and they always perform at the same venue, making it a part of their identity. The brand revitalisation needs to target new show attendees and encourage the current attendees to share their experiences so generations experience CLOC for years to come. The brand also needs to be understandable and conventional so that the older segment of the audience can navigate the brand.

CLOC Musical Theatre           

Hypothetical brand revitalisation

Photography not my own - Ben Fon
Mock-ups via mrmockup.com

2023