THE CLASSICS THEATRE PROJECT
Brand & Visual Identity
The ever-evolving brand of The Classics Theatre Project, a Dallas-based nonprofit theatre. Fully owned and managed since 2019, the brand has grown and shifted over the years while staying true to its signature mix of vintage inspiration and modern edge. Creative direction, logos, photo editing, GIFs, and social media content all created entirely by me across Figma, After Effects, Illustrator, Photoshop, and Lightroom.
Promotional Photography: Kate Voskova
Production Photography: Arianna Hope Cinello
Creative Direction/On Set Styling: Myself
The Challenge: DFW is saturated with independent theatre companies. When TCTP was founded in 2018, over 40 individual companies were operating in the area, yet a striking lack of cohesive branding existed across the space, even among the most established players. The goal was to build something modeled after institutions like The Public Theatre, Second Stage, and the National Theatre, where each production carries its own distinct identity while still living under a recognizable, unified brand. Since that system was put in place, other companies in the region have followed suit.
The Inspiration: The visual language of this identity draws from classic Hollywood title designers like Saul Bass and the bold, striking aesthetics of Italian giallo cinema. Brands like Turner Classic Movies and Alamo Drafthouse, both built on deep reverence for classic media, were also a strong reference point. The throughline across all of it is a design sensibility that honors the past while carrying a sharp, modern edge, much like the theatre company itself. Classic in soul, contemporary in execution.
The Mission: No dead theatre. The Classics Theatre Project takes the greatest works ever written and reimagines them through a modern lens, finding the urgency and humanity that make them just as alive today as when they were first performed. We exist to revitalize the classics for contemporary audiences who deserve to experience them not as artifacts, but as living, breathing stories.
The Results: DFW theatres have grown more conscious of the importance of building a unified brand rather than marketing each show as an isolated event, a shift TCTP helped lead. Since the full implementation of their brand identity in 2023, the company saw a 32% increase in ticket sales and event attendance, and the growth has continued since. A cohesive identity did not just make TCTP look more professional. It made audiences take notice, come back, and bring others with them.
