Facebook Instagram Twitter LinkedIn


Creating a virtuous cycle

We gave the Roundhouse a fresh new verbal identity, with circular messaging that reflects their mission.

Getting with the programme

The Roundhouse is one of London’s best-loved live venues, but they had a problem. Very few people knew they were also a charity.

Profits from the Roundhouse’s gigs and events feed back into a wide-ranging programme of arts education and access for young people. The shows you see on the stage fund a mass of activity going on underneath it, in studios and practice rooms.

Two sides of the story

Working with Magpie Studio, our job was to bring these two sides of the brand together. And to give Roundhouse staff and volunteers a set of inspiring messages they could rally around.

We gave the Roundhouse a direct, energetic voice that speaks to the heart, and underscores the link between performance and public good. The strategy is summed up in the central line: Life-changing performance.

Part of the fabric    

We made the most of limited resources by delivering a set of copy elements the Roundhouse could use in all sorts of ways.

Perhaps most striking – and flexible – were our distinctive circular headlines. These neatly underscore how Roundhouse events feed into their philanthropic work – and vice versa. 

These and other verbal elements now appear all over the venue itself – and its staff – as well as on posters, ads and banners, and on the Roundhouse website.

We also summed the verbal identity up in short, practical guidelines that enabled the whole team to put the voice to work.