The Glasshouse

Celebrating a brand new brand

…for an iconic entertainment venue in the heart of Newcastle

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A brand that ‘lives and grows’ alongside the music

The Glasshouse International Centre for Music, formerly known as Sage Gateshead, is a renowned music venue situated on the south bank of the River Tyne in Gateshead, England. Opened in 2004, the venue was designed by the acclaimed architect Sir Norman Foster and has since become an iconic part of the Tyneside skyline.

In 2023, the venue underwent a rebranding to become The Glasshouse International Centre for Music and being a local and UK-leading branding partner we were thrilled to secure the opportunity to support them with this exercise. The new name, “The Glasshouse,” was chosen to reflect both the building’s distinctive glass architecture and its role as a nurturing environment where music “lives and grows.”

The requirement

Being entrusted with the rebrand of such an iconic Newcastle landmark brought significant responsibility. With the site remaining fully operational throughout, it was essential to minimise disruption and ensure a seamless experience for both visitors and those working on-site. The client needed a branding partner who recognised the importance of sensitivity in such a high-profile, community-focused environment and could deliver with care and consideration.

The wayfinding solution had to be an effective tool to direct visitors both in and around the immense venue whilst utilising the opportunity to portray the new brand characteristics.

Our solution

Securing this opportunity was incredibly exciting for our local workforce. Being very familiar with the architectural landmark, our teams enjoyed identifying ways in which the new brand could enhance the experience without detracting from the building’s aesthetic.

We carefully developed brand implementation packs and worked closely with the client to create a cohesive signage family that integrates seamlessly within the venue’s interior, effectively guiding visitors throughout the space.