The Civic Theatre in Nelson, BC has been cherished by its community for decades. A focal point in its artistic, downtown core, the Civic Theatre has been a home for storytelling, culture, and connection. The lovely team at Nelson Civic Theatre shared insight about what the space meant to the people of Nelson. It was more than just a theatre, it was a place to gather; a space to share ideas and perspectives.

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As the Creative Director at Massive, I led our team to create a visual identity that celebrated the theatre's rich and diverse history while infusing it with a new sense of modernity that would pave the way for future generations to cherish as much as past ones.

The brand identity needed to celebrate the diversity of its programming and its people. We brainstormed ways to represent themes of inclusivity and intersectionality in a logo, typeface and palette. The logo became symbolic of this. By taking the letters NCT, simplifying them into basic geometric shapes, and overlapping them, as logomark emerged. We paired this with an accessible, modern typeface and a vibrant, energetic palette and the brand began to take shape.