Rethinking how Ireland’s national theatre interacts in a digital world

The Abbey Theatre is Ireland’s National Theatre, with a founding mission to help the changing nation understand where we come from, where we are, and where we’re going. They are an organisation constantly evolving to deliver on this mission.

Navigating digital transformation of economy and society, and enduring industry and audience shifts post-covid were key factors in their most current evolution. As part of a wider programme of strategic co-design we worked with them to re-imagine how they interact with the diverse groups, communities and audiences they serve.

Research and mapping helped us build a holistic picture of key organisational dynamics, and shifting audience expectations. Helping us understand how to balance history and custodianship with agility and ambition in order to deliver meaningful outcomes for a diverse range of stakeholders.

We defined a set of drivers and frameworks to align the thinking and action. Helping to connect the work of a wide range of people – the co-directors, producers, marketing, operations and front of house, with the delivery of a meaningful, joined up experience for a much expanded set of audiences.

This work increased creativity and collaboration across teams internally. Empowering them to be more ambitious and innovative with how the organisation interacts with the world.

Working with aad the Abbey team updated their brand – building on the founding ideas, re-invigorating them for a digital landscape, and re-vitalising key assets. A much expanded diversity of communication is driving a richer understanding of the whole organisation. The wider team is working together, with artists and collaborators, to leverage the whole user journey as a canvas for positive engagement, and make the Abbey Theatre a destination for electric experiences.