NYC-Based Theatre Group CO_LAB Unveils Fresh Brand Identity
Breaking Down Barriers through Design
NYC-based inclusive theatre group CO_LAB has unveiled a new brand identity that highlights the power of creative expression in setting a stage for accessibility and inclusivity. The non-profit organisation, which creates a performance platform for individuals with developmental disabilities, has been anchored by the inspiring concept that CO_LAB is "Everybody’s Stage."
A Shift in Design Philosophy
While grand reinvention might come to mind when thinking about rebrands, CO_LAB’s thoughtfully rejuvenated brand positioning takes a more subtle approach. The design team at Design Bridge and Partners created a stripped-back identity that lets CO_LAB’s diverse theatre talent shine. This approach allows for flexibility, subtle flair, and accessibility to take center stage.
A Deeper Look at the Rebrand
The new visual identity centers around the people and performances that shape the organisation. The rebrand’s underscore motif gestures to a stage, acting as a flexible framework to highlight and uplift CO_LAB’s creative talent. This design feature is functional and scalable, allowing the organisation to grow as CO_LAB scales its presence across fundraising, partnerships, and community engagement.
Accessibility at the Forefront
CO_LAB’s rebrand has been thoughtfully engineered with accessible design, including ADA-compliant colors and National 2 typography. "CO_LAB has always been about creating a sense of belonging – our community deserves to see themselves in the arts," said Chris Pesto, founding member of CO_LAB and client business director at Design Bridge and Partners. "Every design decision was made to serve the needs of our community; more than just a new look, this identity helps CO_LAB grow, reach new audiences, and continue advocating for a more inclusive theatre world."
Designing for Inclusion
The project also provided a unique opportunity for Design Bridge’s emerging creative talent to build a nonprofit identity system from the ground up. "Our interns played a major role in shaping the strategic foundation of the final product," Chris shares.
Conclusion
In an era shaped by fleeting trends and noisy, style-over-substance visuals, it’s refreshing to see a rebrand shaped by nuance and brand ethos, rather than flashy design. The arts should be a space where everyone feels seen, and CO_LAB’s rebrand aims to create a stronger, more inclusive theatre world.
Frequently Asked Questions
Q: What is CO_LAB?
A: CO_LAB is a NYC-based inclusive theatre group that creates a performance platform for individuals with developmental disabilities.
Q: What is the inspiration behind CO_LAB’s new brand identity?
A: The rebrand is centered around the concept that CO_LAB is "Everybody’s Stage," highlighting the power of creative expression in setting a stage for accessibility and inclusivity.
Q: Who designed CO_LAB’s new brand identity?
A: Design Bridge and Partners created CO_LAB’s new visual identity.
Q: What are some key design elements of the rebrand?
A: The new identity features an underscore motif that gestures to a stage, ADA-compliant colors, and National 2 typography.
