Working

Theater

case study

branding

advertising

social media

setting the stage for a theater brand that literally works for everyone.

the opportunity to rebrand Working Theater — a mission-driven theater company — made the inner theater kids in us feel like we had won a Tony.

Working Theater is a small-but-mighty, NYC-based theater company that exists to bring to life stories for, about, and with working people to the professional stage in NYC. they are also dedicated to bridge the access gap to theater by working with their communities to remove barriers like relevance and affordability, so that working people can experience and engage with theater in their everyday lives.

we love this mission and were honored to partner with their team in creating a full branding and promotional suite, which included a new, cohesive aesthetic for their show posters, programmatic logos and collateral, website assets, social media templates and event branding.

the new brand aesthetic was inspired by activist flyers, zines, and protest posters of unions and other marginalized groups. in marrying this look with the working theater mission, we positioned the theater as a brand built around the lives and legacies of organizers, advocates, defenders, educators, champions, and ultimately, catalysts of transformation. 

the redesigned show posters, created a distinctive and cohesive Working Theater look, in order to increase brand recognition, raise their profile among the NYC theater scene, and make their mission come alive.

we were also proud to name and rebrand their annual fundraising gala, the Bridge Awards, which honors union leaders and others who support the brand's mission by being a bridge between the Theater, other leaders, and the communities the Theater serves.

the new event branding suite consisted of the gala's name, invitation design, event signage, and social media and web assets.