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Idiot String

Rebranding | Identity | Design System

On Fall 2018, I was a part of TBD* at CCA. TBD* is a student-run design studio that using design to empower Bay Area non-profit.


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.


Idiot String’s culture has humanity and playfulness. We first worked with members of Idiot String’s staff to identify the core values that should define the organization: ensemble, idiosyncratic and heart. This 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.



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.

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.

Typeface Selection


Idiot String’s typography is friendly and playful as they are. The contrast between Zilla Slab and Alegreya Sans 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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