Imaginuity Logo
Header Image

Strategy / Creative

Modernizing a Brand for the Undermain Theatre

Imaginuity helped the Undermain Theatre refresh its brand in celebration of its 30th anniversary.

The Undermain Theatre was about to celebrate its 30th year anniversary of experimental theatre in Dallas. And while productions have remained on the cutting edge, its visual identity did not. A logo reminiscent of the 1980s fronted a design package that looked as though it was designed for a small start-up theatre troupe, rather than the established and respected organization that is Undermain today.

The anniversary proved ideal timing in revamping not only the logo, but their entire brand as well. A new logo kept the spirit of the original but stripped the unnecessary decorative elements. On top of that Imaginuity built a new website, promotional materials, and a new identity system for producing collateral for current and upcoming plays.