Steppenwolf Theatre Company recently announced a bold new look by Grip, the Chicago-based marketing, design and concept agency, for the start of the 2017-2018 season. Since starting a partnership in 2016, Steppenwolf and Grip have worked to conduct deep field research to inform the rebrand. Both dynamic and flexible, the visual and messaging systems expand the brand to reflect the cultural institution that Steppenwolf is. The print, outdoor and online content immerse the community in the greater diversification of artistic voices and range of programming choices for patrons, inviting the community in to enjoy the new programming on their own terms.
Kevin McConkey, co-founder and president of Grip shares, "When thinking about Steppenwolf’s place in the community, we realized they are about creating conversations. Our work reflects the bold approach Steppenwolf takes in theatre, leading the nation in conversations about what Americans and our communities find true and relevant, today and tomorrow."
Steppenwolf’s executive director, David Schmitz says, “Anna Shapiro and I opened Front Bar: Coffee & Drinks and the new 1700 Theatre last year with the goal of elevating the full theatre experience. This desire is echoed in our expanded programming, which has allowed more opportunities to share a wider array of stories that reflect the diversity of our great city. Grip has been an innovative partner in our growth and expansion, and with this rebrand they have captured the essence of the moment we’re in and the future we see.”
For almost 20 years, Grip has been known for practicing a dedicated approach to constantly evolving how they work. Servicing clients in a range of industries, with every project Grip professes a goal to achieve quantifiable results. Through the years, this disciplined approach has honed their research skills and maximized the return potential for clients.
Steppenwolf’s 42nd season features The Rembrandt, a Chicago premiere by Jessica Dickey, directed by Hallie Gordon (Sept 7 – extended through Nov 5, 2017); The Minutes, a world premiere by ensemble member Tracy Letts, directed by Artistic Director Anna D. Shapiro (Nov 9 – Dec 31, 2017); BLKS, a world premiere by Aziza Barnes, directed by Nataki Garrett (Dec 7 – Jan 28, 2018); You Got Older, a Chicago premiere by Clare Barron, directed by Jonathan Berry (Jan 25 – March 11, 2018); The Doppelgänger (an international farce), a world premiere by Matthew-Lee Erlbach, directed by ensemble member Tina Landau (April 5 – May 27, 2018); Guards at the Taj, a Chicago premiere by Rajiv Joseph, directed by ensemble member Amy Morton (May 31 – July 22, 2018); and The Roommate, a Chicago premiere by Jen Silverman, directed by Phylicia Rashad (June 21 – August 5, 2018).
For additional information about Steppenwolf’s new season, visit steppenwolf.org.
Steppenwolf Theatre facade reflecting its rebrand by Grip (photo by Joel Moorman).
Clef Notes Chicagoland Journal for the Arts