The SOM Graphics and Branding studio was tasked with creating the Strand’s identity—one clearly identifiable as ACT, a 50-year-old institution, but tailored to reflect the new space and its mission. Focused on new work, emerging artists, arts education, and community outreach, the Strand’s identity had to convey the unadorned immediacy of experimental theater and reflect the gritty, transitional aspects of its surrounding neighborhood.
Inspired by the practice of using stencils to label theatrical sets and equipment, the SOM team customized the nonprofit’s existing logo and accompanying typefaces into stencils.
This theme was carried throughout the environmental graphics and signage, from the exterior blade sign to interior wayfinding and donor recognition.