Meet ImprovBoston, a non-profit comedy theater that brought 50 shows a week to the greater Boston area for decades. During the pandemic, the theater shut its doors and lost its brick and mortar. After a year-long hiatus, the theater opened back up as a traveling theater company, and it came with a rebrand. The aim of the project was to elevate the existing brand and website, maintaining its recognizable brand while infusing it with a rejuvenated appeal. I introduced a splash of pink to brighten the brand palette, complementing its iconic blue hue. Throughout the design process, I incorporated halftone textures, evoking the nostalgic charm of a newspaper, a nod to the theater's new identity as a traveling group. I warmed the typography with a rounded sans serif. Lastly, I designed and built the website, including all new brand elements. Unfortunately, since the project launched, the theater has shut down, and the designed website has been replaced with the closure announcement. This case study serves as an archive of this design work.
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