Hooley Theatre
Logo design and visual identity for an award-winning, independent theatre company
Overview
Hooley Theatre is an award-winning company dedicated to creating high-quality theatre that connects with communities who often feel excluded from the arts. Their mission is to remove barriers to engagement, amplify underrepresented voices, and bring fresh energy to the cultural landscape.
They approached us to create a bold, accessible visual identity and website that would support this mission and help them grow their reach.
Creative concept
Our starting point was the name “Hooley” – a term for a strong wind or storm. This natural force became a metaphor for Hooley Theatre’s work: powerful, transformative, and far-reaching.
We researched weather iconography, focusing on symbols that represent wind, storms, and movement. The result was a custom spiral storm symbol, designed to evoke energy, motion, and expansion – a visual expression of Hooley’s dynamic impact.
Logo & Typography
The storm symbol is integrated into the enlarged “O” in the wordmark, highlighting the name and drawing the eye. Typography is bold, modern, and tightly spaced, reinforcing a sense of togetherness, clarity, and confidence.
Visual System
We extended the identity into a flexible brand toolkit that includes:
- Vibrant colour palette for accessibility and warmth
- Optional graphic patterns for added depth and adaptability
- Title treatments for key programmes such as Haddaway & Write and Yarns From Hyem
This system allows Hooley to maintain consistency while adapting visuals for a wide range of projects and audiences.
Website Design
We completely redesigned the Hooley Theatre website, applying the new identity to a clean, intuitive, and accessible digital platform. The site is optimised for both desktop and mobile, giving Hooley a modern space to showcase productions, share opportunities, and connect with their community.
Outcome
The result is a vibrant, cohesive visual identity that reflects Hooley Theatre’s values and ambition. The brand now feels as bold and inclusive as their work—making it easier for them to reach new audiences, collaborators, and supporters.
Contact us to discuss your own theatre or arts branding project
