Classic Stage Company Design & Branding Season Brochure, 4 by Design Army

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Season Brochure, 4

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market United States
Agency Design Army
Chief Creative Officer Pum Lefebure
Art Director Sucha Becky
Designer Rebecca Matt
Released November 2016


LIA Awards 2017
Design Brochures/catalogues - Consumer Bronze Winner

Credits & Description

Entrant: Design Army, Washington, Dc
Brand: Classic Stage Company
Corporate Name of Client: Classic Stage Company
CEO: Jake Lefebure
Design Company: Design Army, Washington D.C.
Chief Creative Officer: Pum Lefebure
Art Director: Sucha Becky
Project Manager: Ann Vogel
Designer: Rebecca Matt
Approached by Classic Stage Company, an Off-Broadway theater based in New York’s East Village, we were asked to re-brand the company for their 50th Anniversary. Although the company was well known and respected, their branding did little to reflect their highly creative and innovative approach to both classic and contemporary works. Further, their branding did little to reflect the company’s culture and dynamic personality.
After extensive research, we saw that having “Classic” as part of the client’s name was misleading — it made them appear “old” and “uptight.” Hence, we gently moved the client from “Classic Stage Company” to “CSC”, and developed a dynamic new brand identity and system to reflect their name change.
The new brand name began with a new logo design in which we used modified type to reflect the strength and heights of New York. Further speaking to CSC’s innovative work, we introduced a dynamic color palette built from gradient blends, “sliced” photography and echoed typography. Using these elements, we designed an oversized brochure to generate excitement for their anniversary gala and to launch the new season.