Breaking into the theater scene in New York City can prove a daunting endeavor for those with the grit to pursue it, especially for the playwrights who are often behind the scenes.
Page 73, a Tony and Obie-award-winning theater production company, is on a mission to advance the careers of talented playwrights by producing impactful Off-Broadway debuts and awarding substantial development resources exclusively to playwrights who have not yet had a professional premiere in New York City.
To help push their efforts further, Studio Usher crafted a fresh identity to better position the company to support and showcase the next wave of talent in the off-Broadway world.
Page 73 is committed to staging productions while also nurturing the next generation of voices in theater. The rebranding project brought together design, culture, and innovation in an engaging and forward-thinking way. It visually reinforces Page 73’s commitment, making it easier for audiences and donors to recognize and support new talent.
One of the key features of this rebrand is the positioning of Page 73 as an “ingredient brand.” Similar to how Intel operates in the tech world, Page 73’s logo now serves as a mark of quality and innovation that playwrights can carry with them as they advance in their careers. It’s a badge that extends the theater’s influence beyond New York, allowing it to have a broader cultural impact.
Studio Usher also addressed a common challenge in the arts: balancing institutional branding with promoting individual shows. The new identity for Page 73 achieves this balance, ensuring that the theater can maximize its marketing efforts while staying true to its core mission. This approach could be a valuable model for other arts organizations seeking to maximize resources.
In addition to its strategic elements, the rebrand broadens Page 73’s appeal. Modernizing the theater’s visual identity and messaging wasn’t just about updating its look; it was about making it more inclusive and accessible. The new brand invites a broader audience and attracts potential sponsors, aligning with ongoing conversations about representation in the arts.
Studio Usher’s comprehensive work on this project covered everything from visual identity to voice development to digital strategy. The streamlined website and updated social media presence give Page 73 a contemporary edge, demonstrating how a traditional theater can effectively connect with audiences in today’s digital age.
The use of paper as a central branding element is an interesting aspect of the rebrand. This choice reflects a blend of tradition and modernity, showing that staying grounded in the past is possible while looking toward the future.
Studio Usher drew from its extensive experience working with other off-Broadway theaters to inform this successful rebrand. Its background, working with Soho Rep, The Vineyard Theatre, and National Black Theatre, among others, allowed the team to push creative boundaries while staying true to the unique spirit of off-Broadway.
Studio Usher is known for consistently exceeding expectations, taking pride in their meticulous attention to detail and willingness to take risks. Their passion for working with artists, innovators, and disruptors drives them to deliver their best work every time, and the rebrand of Page 73 is a perfect example of this dedication.
Imagery courtesy of Studio Usher.