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Photography Christine Jean Chambers
THE MOVEMENT THEATRE COMPANY
Art Direction: Re-Branding, Logo Design and Website
THE CLIENT
Based out of Harlem, this Theatre Company produces and uplifts artists of color for over a decade. It is a company of actors, writers, producers, and directors hungry to share the stories of their communities and cultures. They create an artistic social movement by developing and producing new work by artists of color. Engaging audiences in a rich theatrical dialogue, enlightening communities about the important issues affecting our world, and empowering artists to celebrate the many sides of their unique voices.
PROJECT OVERVIEW
At the beginning of 2015, I had the privilege of joining The Movement Theatre Company on a mission to re-brand their identity. The task at hand was to create a fresh and modern urban visual identity that truly represented the essence of the company, aligning with the remarkable work they had cultivated throughout the years.
During this rebranding process, I took on the challenge of redesigning the logo, revamping the website, and creating all-new marketing materials. The aim was to capture the spirit and vision that the producers had meticulously nurtured, ensuring that every aspect of the visual identity accurately reflected the identity they had built.
THE CREATIVE PROCESS
Previously, the logo had felt disconnected from the powerful experience that the company offered to its community of artists. With the new direction, the logo became an integral part of their brand identity, consistently applied to various projects.
Below, you can see the previous logo and how it was seamlessly incorporated into the overall design, ensuring a cohesive and impactful visual representation. The refreshed logo successfully captures the essence of The Movement Theatre Company's work, reinforcing its commitment to artistic excellence and community engagement.
OLD LOGO
OLD MARKETING MATERIAL
CONCEPTING
While keeping a geometric, statement piece in mind, I designed out-of-the-box or even out-of-the-circle-like thinking to express the future that is The Movement Theatre Company. As they are more than a theatre company they are a movement for forward-thinking spaces and creating doors as well as opening them to artists of color. As well as designing a sturdy structured presence within the logo. Leaning into the urban structure of Harlem where the company is based out of in New York City.
FINAL LOGO & BRANDING
WEBSITE
Designed and built The Movement Theatre Company Website
Please note that post launching the website, The Movement Theatre Company has continued with updating. Thus some design elements have been altered during its upkeep.
SHOWS & MORE
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