Compelling Youth Theater Requires a Compelling Website and Brand Redesign

Mudlark Theater

How can design move people's perception from child like to sophisticated?

Mudlark Theaters Artistic Director Andrew Biliter and Executive Director Michael Miro stopped by our Studio one day with a problem: they needed help positioning their organization as something special but had a limited budget. They had previously received pro bono work to conduct some brand discovery and direction but it fell short of solving their problem of how to communicate what makes them most unique.

We sought out LimeRed Studio because we wanted the design of our website to evoke the character and quality of the work we do: collaborating with kids to produce real, compelling theater. We wanted a design studio that would get what made us unique.

– Andrew Biliter, Artistic Director, Mudlark Theater

Logo Design Concepts

What was missing from their original intake was this level of sophistication — it seemed childlike. They wanted to make sure that people understood that it isn’t just another program, that all kids can just come in and participate – the level of talent was above and beyond what a lot of other programs in Chicago offer.

We started with taking their original mark, which definitely had more of that organically, hand-crafted feel to it. We took the basis of the shape of their logo and we refined it. We cleaned up the lines and we made it a little more sleek and sophisticated.

We added this really fun slab serif typeface that is thin and gave a more youthful look on this site. We also replaced everything that was white with black to make the other colors more rich and dramatic. We also added little touches of cyans and electric blues to give it a bit more youthful energy.

We love our new logo, and we were very impressed with LimeRed’s structured, thoughtful approach to the work process.

– Andrew Biliter, Artistic Director, Mudlark Theater

Mood Board and Guidelines

Web Design