Theatre company takes centre stage with rebrand

A Northumberland-based theatre company has lifted the curtain on a “bold step forward” with a refreshed brand and renewed focus on creative talent.

Formerly known as November Club, the company has rebranded as Novo Theatre to reflect its evolving mission and the changing needs of artists and audiences.

Inspired by the Latin word for ‘new’, the name retains a link to the company’s roots while setting the stage for future growth. 

Delivered with branding agency El Roboto, the rebrand aims to champion accessibility, innovation and community.

It follows a year-long consultation process and a move to a new base beside Alnwick Playhouse.

Joe Hufton, Novo Theatre artistic director and chief executive, said: “I'm really excited that November Club is moving forward and becoming Novo Theatre. 

“It's not a break with our past, but rather an evolution into where we are now – and I think it's going to provide lots of opportunities for the future.

“We're not going anywhere. 

“We're still continuing to do what we do, but we've just got a slightly shorter, snappier, bolder name to go with it.”

As part of the relaunch, Novo has unveiled Novo Talent, a programme supporting freelance creatives across the region through mentoring, training and hands-on opportunities.

Jill Read, chair of Novo Theatre, added: “Novo Theatre nods to our former name of November Club, our home in Northumberland, to the creation of original work and to our support of new talent. 

“Novo Theatre captures the spirit of our work, which brings together theatre professionals and communities in engaging ways to create work with meaning.”

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