The Challenge

Drama Club NYC provides theater and improv programming to incarcerated and court-involved youth throughout New York City. While the organization had a strong history and established identity, its visual presence needed to evolve to better reflect the energy and individuality of the young people at the center of its work.

My Role

Working alongside Drama Club leadership and Martha on marketing and brand positioning, I revitalized the organization's visual identity while preserving the recognition and equity built into the existing brand.

I developed a more contemporary and flexible visual system that could extend across print, digital, events, and merchandise while maintaining a clear connection to the organization's existing identity.

Result

Repositioned Drama Club's visual identity for a new generation, creating a more vibrant and flexible brand system that could grow alongside the organization's expanding programs and communities.