National Youth Theatre – A Journey of Growth

National Youth Theatre provides a haven for young people to develop confidence and life skills through theatrical training and performance. NYT approached us to create a brand identity that is true reflection of the NYT experience, a balance of playfulness and professionalism.

We created a brand system inspired by the concept of storylines. The storyline speaks to both the plot structure of a musical as well as the journey of self-development for the NYT members. An inclining line can illustrate rising action or personal growth while a meandering line can suggest an inciting incident during the midpoint of the musical or a challenge to overcome in the real world. The system focuses on character-oriented photography, juxtaposed with the storyline graphic to highlight NYT’s core values of putting young people first, enabling them to become their best selves and to have fun at the same time.