Sadler’s Wells
A mark for a milestone
Role
Lead Designer
Contribution
Concept design & development
Communication design
Celebrating a creative milestone
In 2018 Sadler’s Wells marked twenty years in its purpose built London home with a programme of twenty specially commissioned productions. The anniversary needed a clear identity that could celebrate the theatre’s history while placing the focus firmly on its continuing commitment to creating new work.
Standing apart while staying familiar
A separate anniversary brand risked competing with the established Sadler’s Wells identity. The challenge was to create something distinctive enough to command attention across a year long campaign while remaining immediately recognisable as part of the theatre’s existing visual language.
Recognition through reduction
The solution began by stripping the Sadler’s Wells identity back to its initials and combining them with the number 20. This simple mark connected the anniversary, the commissions and the organisation within a single visual device. Applied across digital channels, printed marketing and large gold banners on the theatre exterior, it transformed a significant milestone into a confident and memorable public statement.
