Bridge Repertory Theater’s brand system
Art direction, branding, copywriting, design
Brand guidelines, print ads, banner ads, email templates, on-site signage and collateral
The Bridge Repertory Theater of Boston was founded in 2012 by a group of six theatre artists, all under the age 30 at the time, and is committed to creating intimately staged productions from a variety of genres, all rooted in the captivating connection formed between live actors and live audiences.
The company’s original logo for their first three seasons was an illustrated version of the Zakim Bridge in Boston.
As I said in my proposal to the company, it’s time to stop using someone else’s bridge and build our own.
After sketching and iterating for a while, I came upon the shape that would ultimately form the new logo.
Doodling out the logo
The new Bridge Rep logo represents many different yet familiar things at the core of the company:
It’s a bridge.
Reminiscent of iconic imagery as early as the Roman acqueducts yet clean, modern, and unfussy; the new logo demonstrates the timelessness of Bridge Rep’s repertoire—from classics to world premieres.
It’s still under construction.
The final arch of the bridge is incomplete, representing both the impermanent nature of Bridge Rep’s work as well as demonstrating its place at the forefront of creating the future of the theatre.
It literally contains the company’s name.
Turned 90° clockwise, the bridge becomes a vertically stacked capital B and R.
The new logo in context
Season brochure interior.
The centerpiece of this season was the world premiere of a new play about surrealist photographer Francesca Woodman. I shot original photography in her style for the entire season’s advertising.
Francesca Woodman quotes on promotional social tiles
“Anatomy of a scene” poster for fundraising