Criterion Theatre
Rebranding and new website

thebigwindow has recently rebranded the Criterion Theatre, London.

‘The Cri’ has a long and rich theatrical history and is located beneath Piccadilly Circus in the heart of the West End.

The appointment of Stephen Fry as non-executive Chairman has coincided with the board looking for help with raising the profile and increasing the use of the Cri as unique and versatile venue as well as a consistently successful theatre.

Our work to date has included creating a new corporate identity, website and marketing materials along with the development of printed and online archive materials focused on both the theatre and the local area for which we worked closely with the Theatre Museum at the V&A.

Our corporate identity acknowledges the history of the Cri and includes a new rendering of Sir Alfred Gilbert’s ‘Eros’ sculpture that has been the centerpiece of Piccadilly Circus since 1893.

Our marketing materials have focused on showing potential hirers the variety of ways in which the Cri can be used as a venue ranging from corporate hospitality and training through to events and product launches.

A printed archive of the Cri ‘1874-present’ and set of souvinor postcards are both available from the theatre shop and box-office.