Work / The Understudy
It was a delight to work with Adam Crawford and Danny Fender, the founders of Chicago’s newest theatre bookstore and coffee shop, The Understudy. My role was to create a memorable brand that could be flexible and inclusive to a range of audience. Once the brand was established, I developed a website that could grow with them.
theunderstudy.com
Services:
brand identity, creative direction, web design, sigange, merchandise
Agency:
hellogrip.com
The Challenge
Named in honor of all the hidden work it takes to make a play happen, The Understudy is dedicated to celebrating, fostering, and uplifting artistry in our community in all its forms. Our goal was to establish a brand identity that balances the vintage glamour of old theatres with the edgy, stripped-back aesthetic of Chicago's scrappy theater scene and develop strategy centered around the fact that The Understudy was to be the first of its kind within the Chicago landscape.
The Research
When researching, I was drawn to the Chicago DIY theater scene and wanted to bring that into the branding somehow. Everything is made by hand and rugged, but that adds to the charm of what makes it special. The hand-cut paper shapes make up the graphic elements throughout the brand.
The Result
Much like the intoxicating effect of a riveting performance at the theater, every detail of the brand, the space, and the site were carefully considered to engage and delight the audience. The Understudy has already made an everlasting impact on Chicago’s theater and coffee community. They are featured in The Brand Identity, The Block Club, The Eater, and more.