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Theatre Brand Evolution

Warehouse Theatre Posters


Unveiling a New Look

Even though The Warehouse Theatre was an established brand, the current brand identity was outdated and misaligned with the theatre’s mission to be Upstate SC’s premier, professional theatre where community engagement and education complement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.

The Challenge

Standing Out in the Crowd

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.

Warehouse Theatre Logo Before and After

The Strategy

Making the Unconscious Conscious

Cue Color

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.

Flexbility First
Warehouse Theatre Location
Warehouse Theatre Branding
Warehouse Theatre Tote Bag
Warehouse Theatre Business Cards

The Results

A Contemporary Brand

FUEL created a brand and told our story in a way that we’ll be proud of, not only in our 47th season, but for years and years to come.”

—Jason D. Johnson, Managing Director | The Warehouse Theatre

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“Essentially, [FUEL] felt like an extension of us by the time the process was over…true storytellers relaying a relevant and engaging story.”

— Jason D. Johnson, Managing Director | The Warehouse Theatre


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