I was approached by the Cultch theatre, a cultural institution in Vancouver (where I’ve seen some amazing plays) to help them launch a digital outlet for theatre performances that provides access to live theatre from across Canada. I developed a brand with digital and video application in mind. The brand also needed to be present but take second stage to the performances it is promoting. A flexible brandmark that works well with motion, bold type that is accessible, and a bright digital-first colour palette all form the cornerstones of the brand.