A Bold Identity for a Groundbreaking Company

Tectonic Theater Project is an award-winning theater company known for its groundbreaking productions, including The Laramie Project, 33 Variations, and Uncommon Sense. With a 20-year legacy of pushing creative and social boundaries, their branding, however, had remained frozen in time. They needed a visual overhaul that matched their progressive, thought-provoking work—one that honored their history while embracing a dynamic, modern sensibility.

Sue Kramer at Connecting Dots Guru led the rebrand, and I was honored to collaborate as Senior Art Director. When we met with Artistic Director Moisés Kaufman, he spoke passionately about his love for 1940s Russian Constructivist and German Bauhaus design. The challenge was to create a visual identity that embodied these influences while staying true to the company’s bold storytelling and theatrical impact.

The name Tectonic immediately conjured images of shifting plates, movement, and transformation—concepts that naturally aligned with both the company’s creative philosophy and the design principles of Constructivism. Inspired by this synergy, we explored geometric forms, striking typography, and a cinematic aesthetic that captured the essence of Tectonic’s work.

The design process unfolded as an intensive journey of research, sketching, and iteration

• Discover: Studying the company’s legacy, audience, and artistic influences, alongside Constructivist and Bauhaus design principles.
• Strategize: Establishing a brand identity that reflects movement, impact, and theatrical storytelling.
• Explore: Experimenting with modular letterforms, geometric layouts, and a bold, typographic approach.
• Develop: Refining the logo to embody historical influences and a modern, cinematic sensibility.
• Implement: Rolling out the new identity across digital and print applications, culminating in a powerful, cohesive brand presence.

This project was a true labor of love and one of my all-time favorite collaborations. It was the first project I worked on with Sue Kramer at Connecting Dots Guru, and it set the tone for many inspiring collaborations to come. I’m incredibly grateful to Sue for bringing me into this project and for her vision in leading the rebrand. Together, we transformed Tectonic Theater Project’s identity into something as bold and compelling as the stories they bring to life on stage.