Framing the Challenge:
After celebrating its 35th anniversary, Woolly Mammoth Theatre Co. wanted to elevate the brand’s profile in the arts and culture community, both locally and nationwide. Known for provocative and often irreverent productions, they needed to reposition the brand as a bigger player, without abandoning their cutting-edge roots.
After a deep strategic dive into potential territories, we knew there was an opportunity to claim a territory their competition could never match, the raw energy and visceral impact of their performances.
We developed a new visual style infused with intrigue and emotion, starting with a new logo and building graphics. For show posters, original photography with a unique portrait style was commissioned in lieu of typical on-stage performance shots to challenge the viewer and allow for multiple interpretations.
“RP3 really impressed us with their passion for and understanding of what it means to be Woolly. We quickly saw a shared aesthetic – a flair for intelligent risk-taking and provocation – and the final result expresses our theatre’s essence more vividly than ever before.” — Howard Shalwitz, Artistic Director