Audax Theater is a high-end performing arts theater aiming to move towards a more modern and sleek look than the traditional elaborated-decorated style. This branding project required a business cards, tickets, and an advertising campaign.

Due to the vast variety of shows that are performed at the theater, Audax’s branding had to be neutral enough to allow each individual show to take over its own advertisements, but still had to tie them all together with the theater, whether the show is a refined night of jazz or a thrilling acrobatics performance.

The performances shown at Audax greatly vary. Some may be described as bold, loud, smooth, inspiring, etc. The posters and ads highlight a particular characteristic of different shows and use that word to describe the experience both linguistically and visually.

The words “performances of Audax Theater” are in the branding space below and include the logo so that the posters can be read as “Bold performances of Audax Theater.”

The logo is a simple sans serif font and combines friendly curves with dramatic angles. Only neutral colors are used so  that the theater’s branding can easily be  displayed with a wide variety of designs, and black and white are used rather than any grays in order to get a bold, dramatic feel from the high contrast.

The shapes used in the advertisements to create space for the Audax brand and show information were carried over to the tickets, which contain the same imagery as the advertisements for each particular show and details below it.

Advertising Campaign

The performances shown at Audax greatly vary. Some may be described as bold, loud, smooth, inspiring, etc. The posters and ads highlight a particular characteristic of different shows and use that word to describe the experience both linguistically and visually.

The words “performances of Audax Theater” are in the branding space below and include the logo so that the posters can be read as “Bold performances of Audax Theater.”