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Idiot String

Rebranding | Identity | TBD* at CCA

“We felt very seen and heard by the designers, and it was a useful exercise for us to articulate what we do. We also really love our new identity package, and feel that it expresses what we're about.” —Rebecca Longworth, Idiot String


Idiot String is a collaborative non-profit theater company dedicated to creating new works of ensemble theatre that are accessible to a broad audience and inspire creativity, engagement in the physical world, and connection between people.

Idiot String approached TBD* with the need of creating an identity that would reflect their voice and mission. The solution evokes both the ensemble nature and unique idiosyncrasy of Idiot String.

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Idiot String’s culture has humanity and playfulness. I first worked with members of Idiot String’s staff to identify the core values that should define the organization. After researching, we concluded there were three main attributes and tones that represent Idiot String:

  • Ensemble

  • Friendliness

  • Idiosyncrasy

  • Playfulness

  • Heart

  • Freedom




After defining the attributes and tones of the brand which would direct design decision throughout the system, from name-tag to its typefaces to its color palette, and interactive parts that help tell the story of the brand.
I started conceptualizing three different directions then presented to Idiot String. We worked closely with our client and decided one direction that works best.


The different organic forms and sizes of each letter
freely flowing represents idiosyncrasy, the freedom, and playfulness of Idiot String. They all go together in their own structure to create a charming ensemble.

The ‘i’s represent the collaboration between Idiot String and the audience. The red dots are aspirational aspect of the interaction between the audience and Idiot String since they are movable as a system and missing parts of the ‘i’s.

Typeface Selection


Idiot String’s typography is friendly and playful as
they are. The contrast between Zilla Slab and Alegreya highlights the idiosyncrasy while keeping it easy to
read, ownable and unique.



Color Pallette


The color palette theme is friendly, playful and close to nature to represent the modern look of a theater company.


Brand Guideline



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