The creative work, which includes a new logo, was revealed this week, following a teaser campaign that ran through September.
The Alex’s head of marketing and communications, Hannah James, commented: “Our new brand identity is a key part of this year’s investment programme, which is intended to improve our reputation amongst audiences and producers alike to establish ourselves as a competitive option for West End productions visiting Birmingham.
“We knew of One Black Bear through work they previously did in our sector and we are delighted with their fresh new creative that reflects our Art Deco heritage, while giving us an elegant, contemporary feel. We were especially keen to drop the ‘Birmingham’ reference – everyone knows where we are! We are keen to attract new audiences with an increase in premium programming and an improved customer experience – and a new look identity is a key part of this story.”
Lee Bryan, head of design at One Black Bear, added: “We are really proud of this work for The Alex. The teaser campaign – which ran on six sheets, in the press and on social media – created the desired anticipation about what was happening and the full reveal has now completed the relaunch story.”