The Lovie Diaries

Rebrand
2024

Performing Arts, Education, Accessible Design

The words 'The Lovie Diaries' over a red-lit wet pavement background with ripples in water and green plants.
Collage featuring a person in a "The Lovie Diaries" shirt, a book titled "The Lovie Diaries" on a table, a black and white stage door sign, a person holding a reflective object, and theatrical lighting with a profile silhouette.
Collage of images with text overlays including "The Lovie Diaries," "Mwah," "YES," "Strong Female Lead."

Designed for the daily life of a working-class actor

The Lovie Diaries is a brand that supports working-class performers with planners and journals designed to motivate, organize, and offer insights on gaining entry into the UK’s top theatre schools. Backed by notable figures, including Dame Judi Dench, it has a devoted following of theatre professionals—many of whom have graduated from the schools the Diaries helped them reach.

Rebranding The Lovie Diaries was an opportunity to reignite the imaginations of its loyal audience and create an identity that reflects life on stage and behind the scenes. Our process revealed two complementary yet contrasting lifestyles that make up Lovie Life: the bold, confident public life of a performer, and the introspective, vulnerable private life of a journaler.

  • William Rech: Creative Direction, Strategy, Design

Graphic displaying 'The Lovie Diaries' logo variations in different styles and close-ups on design elements.

1. original logo, 2. type treatments, 3. SVG logo, 4. vertical centring, 5. Social PFP, 6. Single-colour logo cuts

Color swatches with hex codes: FFFFFF (white), 222222 (dark gray), EF4D4D (red), FF5F00 (orange), FFBF3C (yellow), 773DBD (purple), F5C2CB (pink).

1, 2. primary colours, 3. secondary colour, 4, 5, 6, 7. tertiary colours

Typography example with Aurellay Signature JUNO and Lato fonts, featuring creative text designs and narratives about drama school and journal creation.
"The Lovie Diaries" typography and cover design featuring a person with luggage descending stairs.

1, 2. dynamic logo for mastheads

Introducing, our cast

The two fonts that were selected to better represent these two aspects of Lovie Life in the brand are expressive, textured counterparts. One, is bold and ostentatious (JUNO), and the other is more personal and introspective (Aurelly Signature).

Four quadrants showing 'The Lovie Diaries' logo in different color schemes: pink, red, purple, and yellow backgrounds.
Collage of urban scenes and neon signs, titled "The Lovie Diaries." Features street reflections at night, a silhouette of a person at a concert, blurred city lights, a woman with city lights in the background, a "SOHO" neon sign, a silhouette of a person against a circular window, and a subway platform.
Silhouette of a person holding a cup with "The Lovie Diaries" text overlay.
Outdoor advertisement for 'The Lovie Diaries' displayed on a street kiosk, featuring images of a ballerina, a woman with a suitcase, and a silhouette with children.
Laptop on wooden table displaying "The Lovie Diaries" website homepage with red abstract design.
Interior of a subway car with orange seats and posters; one poster says 'Eclipse by Nonotak' and the other 'Bring the Drama.'
Person holding "The Lovie Diaries" book near books in a library or bookstore.
Collage of images promoting "The Lovie Diaries" with themes of "Sensational," a podcast, and "10 Great Reads." Features text, microphone, umbrella, and person reading.
Collage with four images: a vibrant reflection on water, 'The Lovie Diaries' text on pink background, a man sitting pensively in theater seats with 'Hmm...' text, and a barber shop scene with a man and reflections.
Elderly woman with short white hair, elegant attire, quote and name "Judi Dench" on black background.
Person wearing a backpack with a book titled "The Love Diaries" in the pocket, outdoors.
Newspaper article about Natasha Stone launching journals to finance drama school, featuring her photo holding journals titled 'Actor Life' and 'Drama School Audition Life'. Published by The Daily Mirror in 2021.