ZACH Theater — a beloved star of the Austin arts scene, known for its powerhouse performances and community spirit. While ZACH had the talent, the history, and the loyal fans, what it lacked was a fully realized brand identity. Beyond the name and a basic logo, there wasn’t much to express who they were or where they were going. That was about to change.
Project: ZACH Theater was stepping into a bold new chapter, backed by a visionary 5-year strategic plan focused on transforming education programs, fueling artist development and expanding access to the arts. But this evolution needed a look and voice to match the ambition. The brand had to reflect ZACH’s deep values of innovation, belonging, integrity, and boldness—and do it with flair.
Solution: ZACH’s new brand identity is anything but background noise—it’s the main act. We created a full-spectrum visual and verbal identity that turns up the volume on ZACH’s soul:
A new brand strategy grounded in purpose and people
A brand-new logo that dances like no other
A vivid, dynamic expression system alive with motion and meaning
Refreshed messaging that speaks from the heart
A fun and easy to execute brand guidelines for in house and vendor use
At the core is a bespoke wordmark: a fluid, flowing logotype inspired by the radiant human energy that beams from the ZACH stage. Twisting, turning, glowing—it’s more than a logo. It’s a symbol for the performance art in itself.
And the brand expression wasn’t a surface-level makeover—it was a full-blown transformation, reflecting ZACH’s spirit and aspirations with spontaneity in elemental bites of imagery, superimposed with gestural, emotive graphics of curves, color and ZAZZ!
Results: ZACH Theater now has a brand that can shout, loud and proud alongside its performances—bold, authentic, and full of life. The rebrand helped align internal stakeholders and rally community excitement around the future of ZACH. With a striking new look and a strategic plan to back it up, ZACH is lighting the way for what a modern theater brand can be.
Accolades: 2025 Hermes Platinum award - Brand Refresh
Standing ovation-worthy? Absolutely.
Creative Direction @ Northbound
