Prior to CSC’s 50th Anniversary celebration, Design Army was approached to rebrand the theater company. We developed brand and design strategy around the central idea that modern is indeed, classic — but contemporary had to lead. Our recommendation was to drop the word “classic” from the company’s name, and use only their initials — “CSC.”
From there, we created an identity that was contemporary and confident. We used modified typography that was elegantly elongated to reflect the strength and heights of New York City itself, and CSC’s decades long roots there. We designed a brandmark that spoke to CSC’s innovative and bold approach to their productions.
Driving CSC’s innovative work even further, we introduced a dynamic color palette built from gradient blends, “sliced” photography and echoed typography. Using these elements along with custom illustration and photo collage, we designed an oversized brochure to generate excitement for their anniversary gala and to launch the new season.