Every precious drop
Johnson's Baby
Challenge
CO_LAB Theater Group provides a social and creative outlet for individuals with developmental disabilities through theater arts. For years, they operated with a brand that, while functional, didn't fully capture the organization's vibrant spirit, inclusive mission, or the transformative power of their work.
CO_LAB Theater Group provides a social and creative outlet for individuals with developmental disabilities through theater arts. For years, they operated with a brand that, while functional, didn't fully capture the organization's vibrant spirit, inclusive mission, or the transformative power of their work.
Solution
The core creative idea centered around the concept of "A Stage for Every Story." This idea was brought to life through a flexible and modular brand identity that celebrates individuality and collaboration. This simple yet powerful symbol became a canvas for storytelling, allowing CO_LAB to express its unique personality and the diverse narratives of its participants. The brand's color palette was combines soft caring colors with the diversity and emotion of theater. The typography was chosen for its legibility and versatility, allowing for playful and expressive applications.
The core creative idea centered around the concept of "A Stage for Every Story." This idea was brought to life through a flexible and modular brand identity that celebrates individuality and collaboration. This simple yet powerful symbol became a canvas for storytelling, allowing CO_LAB to express its unique personality and the diverse narratives of its participants. The brand's color palette was combines soft caring colors with the diversity and emotion of theater. The typography was chosen for its legibility and versatility, allowing for playful and expressive applications.
Results
I am blown away by the energy and joy of this work, and by how exciting, fresh and energizing this new brand feels. Even though it’s new, it so very CO_LAB. I feel like I’m taking a CO_LAB class or having a dance party along with our actors. I hope everyone feels the same way as they experience this exciting new brand. We’re so thrilled!"
I am blown away by the energy and joy of this work, and by how exciting, fresh and energizing this new brand feels. Even though it’s new, it so very CO_LAB. I feel like I’m taking a CO_LAB class or having a dance party along with our actors. I hope everyone feels the same way as they experience this exciting new brand. We’re so thrilled!"
David E. Shane, Executive Director, CO_LAB
2025. Creative Director. Design Bridge and Partners. North America
The initial brief called for a rebrand that was more than just a visual refresh; it needed to be a strategic transformation that would empower CO_LAB to reach its full potential. The strategic jumping off point was 'everybody's stage'
In the context of NYC’s unforgiving 5 boroughs –Creativity is a essential escape. The non-profit category is a crowded one but funding for Theatre Arts in the USA is often targeted at youths and Children. For adults over the age of 18 the funding all but disappears and this the gap that Co_Lab operates in.
The initial brief called for a rebrand that was more than just a visual refresh; it needed to be a strategic transformation that would empower CO_LAB to reach its full potential. The strategic jumping off point was 'everybody's stage'
