WAREHOUSE THEATRE
While the stage lights went off during COVID, The Warehouse Theatre, one of the only fully professional theaters located in the historic West End of downtown Greenville, SC, capitalized on an opportunity to re-examine their brand. They needed a new brand identity to reflect their current mission and vision, while maintaining the theatre’s 47-year legacy in the Greenville community.
Even though The Warehouse Theatre was an established brand, the current brand identity was outdated and misaligned with the theatre’s mission to be Upstate SC’s premier, professional theatre where community engagement and education complement thought-provoking experiences. Shows at the Warehouse Theatre are on-of-a-kind. From re-envisioned classics and intense plays everyone knows to some of the most cutting-edge new work – the brand needed elevation to honor the intense, intimate, and unexpected experience of showgoers.
Located in a growing city with a growing arts scene, it was imperative that The Warehouse Theatre rise above the noise. The new look and feel would need to resonate with loyal patrons, while also enticing and inviting in new audiences. We needed a smart design system for consistency and longevity in campaigns and season materials for years to come.
We analyzed local theaters to best-in-class Off-Broadway theater logos to identify opportunities to differentiate The Warehouse Theatre brand. As with all our brand identities, research and strategy played a critical role in developing a meaningful and intentional design.
We leveraged the shape of the iconic exterior sign to connect the brand to the theatre location. The grungy, 90s-style typeface was transformed into a modern look and feel to reflect the theatre’s high-production value. The italic slant of the type speaks to the theatre’s forward-thinking and progressive content — it is, after all, the only theater in town that drops the occasional cuss word. The type juts out of the sign to create a bit of energy.
A primarily black and white color palette was selected to allow the performances to take center stage. The occasional pop of color was provided to create visual interest when necessary.
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