The Basement Theatre re brand had to work across all channels and in the hands of numerous independent creative types. They wanted something bold, playful and edgy being Auckland’s only underground theatre and a great development space for emerging young actors. We sought to capture this essence in a distinctive new brand. The flexible design system made use of the stair graphic as an expressive element on imagery and text as well as a conventional signifier for the physical space. A Brand Identity with different personalities for an edgy and playful theatre. The fluro colour scheme seemed the perfect fit for such a outgoing theatre with a bold personality. Co General Managers, Elise Sterback and Sam Snedden, played important roles in the creative process.