Criterion theatre

We created a bright new brand identity and website to capture this famous West End theatre’s rich heritage, support its current dynamism and bring a new audience through its doors.


  • Branding and guidelines toolkit
  • Website design and development
  • Print design
  • Art direction
  • Photography
  • Display graphics

Criterion Theatre, located in Piccadilly Circus, London, runs great theatrical shows and offers a flexible space for workshops, meetings and corporate events. We created a brand identity and toolkit to support the theatre’s marketing activities.

Using the ‘Eros’ statue, who stands just in front of the Theatre’s main entrance, as a visual icon, we have made the theatre’s website more integrated, responsive and stylish.

We commissioned a photographic essay to capture Criterion Theatre’s beautiful interior and the people behind the curtain.


Our historical timeline brings alive the Cri’s amazing story using elements that we collated using the archive at the Theatre Museum at the V&A from its extensive archive: