Founded in 1979 by Robyn Goodman and Carole Rothman, Second Stage Theater has grown into a New York City institution and a leading advocate for emerging American playwrights. Almost 25 years ago, Second Stage was one of our first clients, and we helped define their brand in advance of opening their first permanent home designed by OMA/Rem Koolhaas. Over two decades later, they returned in anticipation of opening their newly renovated Helen Hayes Theater. We updated their strategy to match their growth and ambition, revised their naming and brand design, and developed a brand architecture that brought all three venues into a single graphic system. In addition, we developed the signage and wayfinding for the new theater, updated their online tools, and helped redirect their social media presence.
