The Middle Child website

The Middle Child brand refresh and website

Hull-based Middle Child Theatre was determined to play its part in the resurgence of the city after the UK City of Culture year. Following a sell-out Edinburgh Fringe performance, a newfound status as a national portfolio organisation with Arts Council England and with a whole host of new ideas up their sleeve, they needed a brand refresh alongside a new website to reflect their loud personality. Time for us to take to the stage.

Starting with the brand refresh, three visual elements were created to represent the core themes of the Middle Child brand. With a focus on typography throughout, we advised on how to help carry the Middle Child message across online and offline platforms.

We then established a set of brand guidelines to install a sense of direction and consistency for future design work.

Moving on to the website, it needed to showcase their standout gig photography, make it easy for audiences to find upcoming gigs, and ultimately book tickets online.

Alongside the visual makeover, the website user journey has also been optimised, with a new categorisation of pages and a host of page layout improvements.

The in-your-face strapline of ‘Theatre that makes a noise’ is now the first thing visitors see, giving them an instant idea of what the company does and setting the tone for their journey through the rest of the site.

Moving on to the website, it needed to showcase their standout gig photography, make it easy for customers to find upcoming gigs, and ultimately book tickets online.

Alongside the visual makeover, the website user journey has also been optimised, with a new categorisation of pages and a host of page layout improvements.

The in-your-face strapline of ‘Theatre that makes a noise’ is now the first thing visitors see, giving them an instant idea of what the company does and setting the tone for their journey through the rest of the site.

Imagery is key in communicating the all-encompassing experience that Middle Child provides, so full-screen header photography is prominent across all of the key pages.

The new website embodies their bold brand and personality whilst creating a community space for actors, writers and the public alike to get involved in Middle Child’s exciting theatre projects.

“Pace has done a fantastic job of refreshing our brand and creating a new website that perfectly captures the live and electric nature of our work. Both the design and digital teams worked closely with us throughout the project to understand our needs and we are now in a much better position to promote our work.”

Jamie Potter, Communications Manager, Middle Child

Need help with Web Design?

Get in touch