MCC Theater

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For the past 2 years, Flyleaf Creative has been collaborating with MCC Theater to help position the organization as they prepare for the opening of their new theater complex in Hell’s Kitchen in early 2019. Major works consist of an extensive signage program, branding guidelines, inaugural season materials and an outdoor advertising media campaign located near the new theater. Here is a sneak peek of work-in-progress that has been rolling out; more to come in 2019!

Services

  • Brand identity system and guidelines
  • Environmental design & wayfinding signage
  • 2018/19 season key art
  • Inaugural season advertising campaign strategy and development

Services

  • Brand identity system and guidelines
  • Environmental design & wayfinding signage
  • 2018/19 season key art
  • Inaugural season advertising campaign strategy and development

Brand Identity

In collaboration with MCC Theater’s creative partners, Flyleaf Creative developed a branding suite that offers flexible systems that capture the essence of their mission: producing theater that challenges artists and audiences to provoke conversation.

The logomark is a nod to the physical theater space which is filled with beautiful angled planes designed by Andrew Berman Architect. It is set in the typeface Kommisar, and is paired with Ringside, a wide-ranging family of weights and widths, that continues to build on this idea of flexibility in the identity system.

Logo Suite
Letterhead Suite

Season Key Art

As the branding evolved, we took cues from their physical theater space and developed a framing system that extended that physicality into key art for their inaugural season. Below are a couple of examples of key art developed for shows in 2018.

Season key art

Environmental & Wayfinding Signage

Flyleaf Creative is collaborating with MCC Theater and Andrew Berman Architect to design a comprehensive Signage Program for their brand new home in Hell’s Kitchen. The program includes primary exterior signs including signature signage at the main entryway, custom lightboxes and MCC marquee in the main vestibule; secondary signage for major donors and interior wayfinding and tertiary signage. The new space will have two theaters, a welcoming lobby with a bar area for pre- and post-show discussions and events, and will bring MCC’s rehearsal spaces and administrative offices under one roof for the first time since their founding in 1986.

MCC Theater Exterior Rendering

Inaugural season advertising campaign

To coincide with MCC Theater’s arrival in Hell’s Kitchen, Flyleaf Creative is developing an outdoor advertising campaign strategy. The goal is to claim and define the cultural space, tone and creative environment that MCC Theater will bring to the neighborhood, and engage the community in a creative “dialogue” consistent with MCC Theater’s institutional brand.

This brand awareness teaser campaign is a way for MCC Theater to introduce themselves as your new neighbor while helping to foster a positive and creative revitalization in the community of Hell’s Kitchen.

The campaign kicked off in October 2018 with street pole banners. Bus shelters, newsstand and LinkNYC kiosks will follow in January of 2019.