The environmental graphics designed by SOM for American Conservatory Theater’s The Strand is a winner of Communication Arts magazine’s sixth annual typography competition. The project will be featured in the January/February 2016 issue of the publication, which focuses on creativity in visual communications. The Strand was one of 142 projects selected by a jury of creative professionals from 1,741 submissions.
As part of SOM's transformation of The Strand from derelict cinema to reenergized theater facility, American Conservatory Theater’s identity was modified to reflect the focus of its new building: new work, emerging artists, education, and community outreach. Existing brand fonts were adapted into stencil letterforms—a staple of backstage labeling—to convey the unadorned immediacy of experimental theater and reflect the gritty, transitional aspects of The Strand’s neighborhood.