The Jimmy and Will Company
Building a Brand Identity for an Emerging Broadway Production Company
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The Jimmy and Will Company were a small, independent Broadway production company focused on championing new and upcoming plays and playwrights through intimate readings and performances. They needed a brand identity that could do two things at once: establish the company as a credible, professional producing entity, and flex across the individual productions they would put on — starting with the branding for a flagship reading of a new musical.
They were building from nothing, which meant every piece of the brand had to be created from scratch and designed to scale gracefully as the company grew and produced more work.
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As a freelance designer, I was responsible for the full brand package — from the company logo through to show-specific materials and templates for future productions.
Designed the company logo and core brand identity, establishing a visual language suited to an intimate, emerging theatre company
Developed show materials for the flagship reading, applying the new brand identity to the specific needs of that production
Created a template system for future readings and intimate performances — so the company could produce consistent, professional materials for each new show without starting from scratch each time
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The Jimmy and Will Company launched with a complete, professional brand identity and a scalable template system that could carry them forward as they produced new work. The brand established the company's visual presence from their very first production.
Design Direction
