Nederlander Theatres
Elevating a century-old theatre group with a brand built to take centre stage
Nederlander Theatres are the proud owners of three legendary venues in London’s West End — The Dominion, The Aldwych, and The Adelphi (co-owned with LW Theatres). As one of the most experienced theatre groups in the world, their name has been synonymous with world-class productions for over a century.
Looking to elevate their UK presence and build trust with audiences and partners alike, Nederlander embarked on a brand evolution — one that honoured their rich heritage while spotlighting the exceptional experiences their venues offer.
After years spent behind the curtain, bringing other stories to life, it was time to tell their own. We partnered with Nederlander to craft a compelling brand strategy, visual identity, and website that placed the ‘Nederlander Experience’ centre stage.
Brand idea
Nederlander’s dedication to creating an exceptional experience for every guest inspired the brand idea, ‘Every Night is Opening Night’. This sentiment expresses the magic of live theatre, and acts as a promise that Nederlander Theatres team will always perform at their best to make each and every performance special.
It helps to tie the theatres together under a unified message, and emphasise the shared values and passion that make each visit memorable.
Modern Heritage
A key challenge was to celebrate Nederlander’s legacy while appealing to diverse and new audiences. Taking inspiration from archival brand collateral, architectural details and interior palette from each venue, we created a design system that creates distinction between each theatre, through relevant shapes and colours.
Capturing the Magic
To capture the essence of the ‘Nederlander experience,’ we defined an art direction that is atmospheric and energising. We worked with photographer and videographer Nic Kane to develop a library of photography and videos that highlight the unique spaces, great people, and ambience that make each experience memorable.
This versatile content is designed for use across marketing communications, easily adaptable for both digital and print.
A World’s Stage
A re-designed website takes centre stage, bringing the new brand expression to life for the whole world to see.
Focused on user experience to aid ticket sales, the website now serves as the main stage for everything Nederlander—a digital presence that matches the quality of their on-stage productions.
The team at Fiasco have been invaluable in helping us to capture the essence of our company values and beauty of our beloved venues in a fresh and dynamic brand, celebrating not only our buildings but also how all our teams come together to deliver the Nederlander experience. Now that we have taken our brand to the next level, we are excited to see how it will continue to grow.
Abi Stacey, Head of Marketing and Communications
What's Next?
Gather Round
Shaping a brand identity and website for Gather Round – a vibrant community of creative professionals