Previously named Ambassador Theatre Group (ATG), with 72 iconic venues and over 11,000 employees, with over 15,000 live performances and 18 million people entertained each year. The group wanted to unify its ticketing, venues and production divisions under a streamlined brand architecture.

We created a new brand platform that represented a business evolution: theatre, music, comedy and events. We delivered a brand identity that captures the anticipation of performance, and a commitment to producers and their productions.