Woking Theatres & Cinema
THEATRE, CINEMA & VENUE BRAND IDENTITY, WOKING, UK
Having developed a new brand strategy and architecture for Woking Theatres & Cinema, Good Noise was appointed to translate that thinking into a connected visual identity for the destination and its three venues: Woking Theatre, Rhoda McGaw Theatre and Nova Cinema.
The challenge extended beyond creating new logos. WT&C needed a practical brand system that could bring greater consistency to everything from websites and social media to campaigns, printed communications, wayfinding and environmental signage while allowing each venue to retain its own character.
One family, three distinct experiences
The strategy established Woking Theatres & Cinema as the destination brand, bringing its three venues together around a shared proposition: One destination, three unforgettable experiences.
Our visual approach followed the same principle. We created a recognisable family of identities connected by a shared symbol, typography and structure, while using colour and messaging to distinguish the individual venues.
The overarching WT&C identity uses a restrained monochrome palette, allowing it to act as a neutral framework for the destination as a whole. Each venue then has its own defining colour:
The colours create immediate differentiation while ensuring the brands remain recognisably related. A consistent typographic system, based around the Brother 1816 typeface family, provides a further thread across every identity and application.
Creating a flexible family of identities
Each identity needed to work across a wide range of formats and environments: from building signage and posters to small digital icons and social media profiles.
We created primary logos, alternative arrangements and compact icons for each brand, supported by clear rules covering spacing, positioning, scale and colour.
This gave the WT&C team the flexibility to respond to different applications without weakening the consistency of the system.
The shared WT&C symbol makes the relationship between the venues visible. It can appear as part of the full venue logo or operate independently where space is limited, creating a simple and recognisable signpost across physical and digital touchpoints.
Nova Cinema was also given a standalone logotype for use in audience-facing communications. This allowed Nova to express a stronger personality of its own while its accompanying WT&C logo retained a clear connection to the wider destination.
Bringing the brands into the building
The identity was developed to work throughout the physical destination as well as across its digital channels.
We explored and designed applications including external digital screens, window graphics, campaign signage, escalator wraps, cinema lightboxes, internal pillars, promotional templates, web banners, menus and animated brand idents.
The colour-coded venue system helps audiences understand where they are and which brand is speaking, while the shared visual language creates a more joined-up experience across the building.
We also developed placemaking campaign concepts based around the overarching proposition and the individual venue messages:
Woking Theatre: Experience World-Class Theatre
Rhoda McGaw Theatre: Experience Fresh Creativity
Nova Cinema: Experience Cinema
By treating messaging as a prominent visual asset, the concepts could transform transitional and overlooked spaces into opportunities to build recognition, communicate the breadth of the offer and encourage audiences to explore more of the destination.
Building Nova’s digital presence
One of the first applications of the new identity was the Nova Cinema website, which was being developed by a specialist external web team.
We created a visual reference pack that translated the identity into a practical digital language. This included logo usage, placement, typography, colour specifications and examples showing how the system could be applied to key website components.
The aim was to give the developers enough guidance to build a website that felt unmistakably Nova, while allowing the digital experience to remain functional, accessible and easy to navigate.
This early application also helped us test the identity in a real environment and establish principles that could be carried across subsequent digital and print communications.
A system for everyday communication
For a brand to remain consistent, it needs to be usable by the people working with it every day. We developed detailed brand guidelines for Woking Theatres & Cinema and each of its three venues, giving internal teams and external partners a shared reference point.
For Nova Cinema, we extended this into a set of digital templates and social media design guidelines. The templates were created for multiple formats and audience groups, covering landscape, portrait, square and vertical content as well as website banners.
Safe areas were established to ensure important messages and images remained visible across the different ways social platforms crop and display content. A halftone graphic treatment was also introduced, helping Nova’s posts feel more ownable and distinctive whether using flat colour or film imagery.
The result was a flexible system that could adapt to different films, messages and audiences without every post needing to be designed from the ground up.
The outcome
The project created more than four related logos. It established a complete brand system capable of connecting strategy, identity, language and experience.
The new identity launched in April 2026, establishing Woking Theatres & Cinema as one recognisable destination while giving each venue a clearer role and stronger individual presence.
Woking Theatres & Cinema now has a coherent visual framework that makes the relationship between its venues clearer, while Woking Theatre, Rhoda McGaw Theatre and Nova Cinema each have the tools to express their own distinctive position.
From developer guidance and social media templates to tone of voice, campaigns and environmental applications, the system provides WT&C and its partners with a practical foundation for delivering the brands consistently across every audience touchpoint.
The result is one recognisable destination with three individual experiences, connected by a shared identity but each with its own reason to be remembered.
“This is a hugely exciting moment for us and for Woking. Bringing our venues together as Woking Theatres & Cinema gives us a clearer identity and reflects the important role we play at the heart of the community.”
Laura McMillan, Venue Director.
Services Included:
Brand Strategy, Brand Architecture, Brand Identity, Logo Design, Visual Language, Brand Guidelines, Tone of Voice, Digital Design Guidelines, Social Media Templates, Campaign Design, Environmental Graphics and Signage
Photography: Ellen Richardson and Good Noise
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