Branding specialists ORB Creative have been named as branding consultants for the Birmingham Repertory Theatre (The REP) to help sustain its identity throughout the construction of the new joint Library of Birmingham/REP development.

ORB Creative was chosen by the theatre following a four-way competitive pitch and will now undertake a full brand audit throughout July, ahead of the theatre’s autumn season. This will be the last season at its current building in Centenary Square before The REP moves offsite to deliver a two year programme of activity across Birmingham. As part of the review, ORB will assess the current brand communication strategy, helping to take it forward in time for the company’s temporary relocation in January 2011.

The REP’s brand will sit alongside the Library of Birmingham, helping to develop the Centenary Square location into an ‘internationally unique centre of culture and knowledge.’

Paul Reece, Head of Marketing and Communications at The REP, said:

“The REP is embarking on a very exciting journey over the next two years and we are all looking forward to the creative challenges that lie ahead. With us being without a resident ‘home’ for a substantial period of time, it is crucial that we are still communicating and connecting with our audiences and the wider community, and a great brand strategy is the way to do this.

“Throughout the major remodelling and refurbishing of the theatre location, we are producing and performing work in a variety of different venues in the city. For this reason, it is essential that we audit our current brand and ensure it supports us and our aspirations during our change of scenery. After seeing a number of specialist agencies, ORB’s approach was the most comprehensive and beneficial to us and we are really looking forward to working with their team.”

Robert Bloxham, Managing Director of ORB Creative said:

“We’re really excited to be working with such an important and established brand, particularly during this transformation period, which will bring major changes to the city’s cultural offering. Whilst the re-development brings together an exciting and complementary mix of cultural activity, it is important for The REP to retain its own clear identity, as well as ensure that the current brand can practically and sensibly works alongside the new Library of Birmingham.

“At ORB we aim to get to the nitty gritty of a brand; the thought process, strategy and the way it connects with its audiences. Throughout July we will be auditing the internal and external perceptions of The Rep, reporting back our findings and suggestions on how the brand should move forward”

This new business win comes as ORB Creative celebrates its six year anniversary. The REP joins the Jewellery Quarter-based agency’s client base, which already includes NHS West Midlands, Lantra – Skills Council, Children Hospices UK and Birmingham City Council, to name a few.

For more information on ORB Creative’s approach to brand creation and development, visit www.orbcreative.com