The Lyric theatre in Belfast was changing premises and wanted a new brandmark. Their aim was to attract a wider audience and be more inclusive. They wished to be perceived as a theatre that is accessible to everyone and inclusive.
Believing that theatre is ubiquitous and should never be confined to one stage/room within a city, this route used a glowing cube as a visual representation of what theatre means to the Lyric. The glowing cube appeared in unexpected places, throughout the visual material to visually communicate this concept.