• Jerry K)
  • About
  • Hope Theatre logo over an image of green theatre seats.

  • Hope Theatre

    Branding / Type Design

  • Hope Theatre is a social enterprise that provides meaningful employment and creative empowerment through theatre to help formerly incarcerated women overcome challenges of reintegration. This case study covers my contribution of art direction and branding.

    Collaborators

    Louis A. Yau

    Recognition

    2025 DesCan Jim Rimmer Scholarship Winner

  • Hope Theatre mood board.

    ⤷ Mood board

    Formerly incarcerated women struggle to regain confidence in their personal identities, they feel ashamed of their trauma and experiences, and are in need of community support—considering these points, the original mood board, art direction and brand positioning were chosen to evoke feelings of hope, connection, empathy and courage.

    Sketches of the word Hope, a butter and a comma.
    A collage of logo sketches and exploration.

    Symbols of hope and transformation like the butterfly, and things related to storytelling like punctuation were explored.

    Spread of the Hope Theatre brand guidelines, with the Hope Theatre logos' page in the middle.

    The logo is a custom, bold and expressive wordmark paired with a container that is taken from the comma in our custom typeface, transforming into a speech bubble that implies there’s more to the story to be told. The mark works as a design system that can adapt across multiple applications.

    Graphic showing the type hierarchy and typefaces used for Hope Theatre.
    Graphic showing the brand colours which are green, cream and red.
    Hope Theatre Ultrabold typeface over an image of green theatre seats.
    Application of the typeface with two containers of text.
    A big zoomed in paragraph of text in the typeface.
    Image of a person carrying a Hope Theatre tote bag on their shoulder.
    Two theatre tickets.
    Three branded social media post examples.
    Mockup of a shirt with the Hope Theatre logos as pins.
    Image of a person in a black hoodie wearing a name tag with Hope Theatre branding.
    Mockup of a Hope Theatre production billboard.

    The original colour palette and overall art direction showcased in the mood board have been simplified in response to feedback, removing the colour brown and hand-drawn elements to maintain a clean identity without sacrificing feelings of hope and encouragement.

© 2026 Jerry Kambashi