Perth Theatre & Concert Hall

Perth Theatre and Concert Hall play an essential role in supporting cultural life, wellbeing and the local economy across Perthshire and beyond. 

Operated by the charity Horsecross Arts, the organisation had weathered years of disruption, changing audience behaviour and the lasting impact of the pandemic — all while continuing to serve diverse communities through two very different venues.

Horsecross Arts asked us to lead a full rebrand of the organisation and its properties. The name “Horsecross Arts”, while historically rooted, had become a barrier to awareness and understanding, often overshadowing the Theatre and Concert Hall themselves.

The brief was to create a clearer, more confident identity that could reconnect with audiences, re-energise the organisation and provide a strong foundation for future growth.

The Theatre and Concert Hall each have distinct personalities, programming and audiences, yet were being perceived through a single, confusing umbrella brand.

Post-pandemic, with audiences hesitant to return to live events, the organisation needed a bolder, more relevant proposition — one that honoured heritage, clarified purpose and restored confidence, without alienating loyal supporters.

We developed a new identity centred on Perth Theatre and Concert Hall, bringing clarity, pride and confidence back to the brand.

Grounded in extensive stakeholder and public engagement, the rebrand celebrates the architectural heritage of both buildings while looking firmly to the future.

A bold, flexible visual system allows each venue to express its own character, while uniting them under a shared purpose and tone of voice — helping audiences clearly understand who they are, what they offer, and why they matter.