Hello. Here is the process the designer Roz and I went through to create the new brand for The Pretend Company.
I hope it helps illustrate the care and thought that went into its creation.
First, Roz asked me how I wanted the company to feel.
I came up with the following words and phrases.
Theatrical. Formally-playful. Bold.
This was the main one. I wanted the identity to be in line with other theatre companies, and not necessarily other improv comedy companies.
Like this
Rather than this
I love the idea of playing with form. I wanted this at the heart of the company and was keen for the visual identity to work that way too. Something that looked clean and almost corporate on its own but could be used in playful ways.
