Branding for the Shubert artists’ circle portfolio

Innoruptiv had the pleasure of collaborating with the Shubert Organization’s latest grant recipient, The Show on the Roof.

Fresh off of a regional run out west, The Show on the Roof – a thrilling new musical about homosexual panic in 1955 Boise, ID – is the recent recipient of a grant from the Shubert Organization. In preparation for a New York City debut, The Show on the Roof was in need of a new brand.

Constricted by a visual identity with unclear iconography, a flat color palette, and minimal world building, The Show on the Roof came to us with a clear ask: build an eye-catching, memorable brand that you could spot on Shubert Alley from 5 blocks away. Challenge accepted.

BRAND IDENTITY

The Show on the Roof picked up pieces of a brand from its previous regional home – but the production needed a grabbier, more memorable visual identity. We met the asks below with design, strategy, and smart brand building:

Key considerations:

Need to use new icons and symbols
Art direction must be louder and more memorable
Want to induce a feeling of caution and/or panic with color palette
Need a nimble brand that can scale across print, digital, etc. more seamlessly
Identify new colors and typography that can easily give way to web, social, etc.