The project’s main challenge was to craft an identity that balanced two worlds: theatre as an expressive art form, and the organisation’s purpose of protection, healing, and transformation. We needed to deliver a concept that was culturally relevant, emotionally resonant, and instantly recognisable.
Our objectives included:
Designing a visual identity that communicates safety and protection, aligned with the brand name Umbrella.
Incorporating theatrical references, such as the iconic Comedy and Tragedy masks, without falling into clichés.
Developing a vibrant colour palette to reflect positivity, optimism, and the uplifting nature of expressive arts.
Selecting typography that conveyed the range of theatrical expression while maintaining readability and professionalism.
Creative Drey developed a brand system where every element ties back to Umbrella’s core values. The name itself carried the essence of shelter and safeguarding, so the visual language was designed to reinforce and elevate this meaning.
Logo & Symbolism: A minimalist approach to the Comedy and Tragedy masks provided a subtle nod to theatre, balanced with the metaphor of an umbrella as protection.
Typography: Expressive yet accessible type choices reflected the emotions and storytelling power of theatre.
Colour Palette: Bright, complementary colours were introduced to inject positivity and convey an uplifting, hopeful tone.
The result was a cohesive identity that enables Umbrella Applied Theatre to communicate its mission with clarity and impact. Their new brand identity bridges art and advocacy—creating a safe yet bold visual presence that resonates with both their community and wider audiences.
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Branding / Digital UX/UI / Marketing
