"I'm interested in the moment when two objects collide and generate a third. The third object is where the interesting work is.” - Bruce Mau

The 2025 campaign for Belvoir St Theatre was a culmination of many of the brand elements Alphabet has built for the company over the past 20 years. From the brand mark itself where we bring together a gumboot and a chair to make a horse, through to the mixing and matching of characters, colours, props and words, the spirit of inventive storytelling is expressed.

Playfulness and a sense of endless possibility are central to the way we explore the many and varied narratives told on the Belvoir stage throughout the year. It is also on this stage where the ultimate collision happens – where the audience meets the performers and makes the imaginative leap, the make-believe, that a chair can be a horse.