Introducing…
November Club, a Northumberland based theatre company committed to supporting local communities, has entered a new era, complete with a new name: Novo Theatre.
The move to Novo Theatre acknowledges the evolution of the theatre landscape and the growing needs of creatives, artists and audiences in 2025 and beyond. The new name signifies the strategic direction of the company, making way for a new identity more fitting of its objectives and goals.
Commenting on the new identity of the organisation, Novo Theatre Artistic Director & CEO Joe Hufton 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.”
Joe continued: “‘Novo’ means new, but it also connects to November, and it also connects to our European heritage - it's a really exciting change and a bold step forward. We wanted a name that better reflects our inclusive values on which the organisation was originally built, offering an open avenue to all those wanting to see, experience and participate in truly unique and innovative theatre.
“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.”
From the Latin word for ‘new’, the name Novo has been chosen to reflect the organisation’s long standing innovative approach to theatre and the creative sector - working in unusual spaces and supporting North East talent. Novo also pays homage to part of the previous name - November - while being fresher and more accessible.
The rebrand of the organisation follows a comprehensive 12-month research and consultation process, in which key audiences and stakeholders were asked to give their feedback and thoughts on the existing branding and the proposed new direction.
The charity worked with branding agency El Roboto to help shape their new identity in a way that reflects their values.
Alongside the launch of Novo Theatre, the organisation has unveiled the newly named Novo Talent, which builds on the success of the organisation’s former GROW programme to support creative freelancers in the North East.
Offering programmes for freelancers, creatives, technicians and backstage roles, Novo Talent will continue to nurture a diverse and sustainable creative workforce in the region. The initiative will also inspire the next generation of theatre makers through school workshops, assemblies and work experience opportunities.
The new name follows a significant move for the charity, which after 12 years in Morpeth, has relocated to a brand new base next to Alnwick Playhouse.
Jill Read, Chair of Novo Theatre, said: : "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. ”
“El Roboto has been brilliant to work with. They have thoughtfully considered what we stand for and given us a vibrant new brand for the next chapter of our story."