Armidale Drama and Musical Society (ADMS) members will vote in December on the society’s future visual identity, but first the society wants to hear from the audiences who fill its seats.
A community survey, open to members and the wider public, closes on Friday, 13 November.
“As we look towards 2027, we’re taking the opportunity to consider how we present ourselves to the wider community,” said ADMS Publicity Officer Carmel Reilly.
“At the moment, our visual identity isn’t always consistent across our advertising, social media, promotional materials and other communications.”
“The aim is to develop a more cohesive and recognisable identity that reflects the creativity, professionalism and community spirit already at the heart of ADMS.”
Ms Reilly said no decision had been made and keeping the current look was still on the table.
“Importantly, this is a consultation, and we want as much feedback as possible,” she said.
“We’re exploring a range of possibilities, including retaining or refreshing elements of our current identity, and we’re keen to hear what people value most.”
The society’s current logo was designed by the late Denis Wright, an ADMS Life Member, around the time of the 2010 amalgamation. It brings together the elements of music and drama.
“For me, respecting the history of ADMS is incredibly important,” Ms Reilly said.
“Our society has been shaped by generations of people who have given their time, talents and energy to bringing theatre to Armidale.”
“That history deserves to be celebrated and preserved.”
“Whatever direction members choose, that history and the contributions of those who came before us will remain an important part of the society’s identity.”
The survey asks people what they love about the existing identity, what they feel is important to keep, and what they would like to see developed. Creative suggestions and artwork are also welcome.
“We’d love to hear from everyone who has a connection to ADMS, whether they’ve been involved with the society for decades, have only recently joined, or simply enjoy coming along to our productions,” Ms Reilly said.
“Our audiences are such an important part of what we do, and their opinions and experiences are just as valuable as those of the people involved behind the scenes.”
She said everyone should feel comfortable taking part.
“There are no right or wrong answers, and we’re not looking for everyone to agree,” she said.
“We want to understand the different perspectives of the people who make up and support our theatre community.”
Once the survey closes, the feedback will be used to develop a selection of concepts. These will include options that build on the existing identity, alongside alternative approaches.
Members will see the concepts at the December meeting and vote on the direction they want ADMS to take.
“It’s important that members have a genuine say in the outcome, and no final design has been selected,” Ms Reilly said.
In the meantime, the society’s next production, The Glass Menagerie by Tennessee Williams, opens at the Armidale Playhouse on Friday, 20 November.
“It’s a beautiful, intimate production featuring four local performers and directed by Warren Bartik,” Ms Reilly said.
The 2027 season includes the community theatre event Stage Whispers, Australian musical 18 Eden Avenue, the musical Ride the Cyclone, comedy God of Carnage, and the acclaimed musical Come From Away.
“ADMS is about so much more than putting on a show,” Ms Reilly said.
“It’s a place where people of all ages and backgrounds can come together, develop skills, build friendships and be part of something creative.”
The survey is open until Friday, 13 November at https://forms.gle/BWDZr1Rw58KBeMgX8
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