National Theatre
The Next Chapter campaign and launch
April 2025

To launch the inaugural season under the National Theatre’s new—and first female—Artistic Director, Indhu Rubasingham, we set out to create a bold, energising campaign that signalled a new creative era. The challenge was to inject energy and youthfulness into the brand while preserving the strength and recognisability of the NT’s identity. Adding complexity, the announcement covered 18 months of programming—much of it not yet cast or photographed. I collaborated with NB Studio to develop a flexible visual framework centred on dynamic typography and motion. This system allowed us to apply a cohesive look and feel across campaign assets, including social media, events, and out-of-home advertising.

Role: Creative direction, art direction and team leadership
Agency: NB Studio - guidelines creation
Design: National Theatre Creative Studio