Rupert Mountain Theatrefest
Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.
Rupert Mountain Theatrefest, an upstart festival situated in a small agricultural town, was angling to compete with the well-financed productions in Dorset and Weston. The brand identity helped put them on the map, quite literally, and the tone conveyed the philosophy of a town known for its impatience for fuss, but also its appreciation of art and independent thinking.
Rupert, Vermont is a peculiar place — and an unlikely location for a theatre festival. But, we created a brand that boldly reflects the town’s grit and toughness, and also its well-developed appreciation for the arts.
The logotype, a heavy, custom drawn sans-serif set in black and white, is proud and direct, with little design flourishes that set it apart from the ordinary. Inspired by the shape of the location of Rupert within the state of Vermont, a shorthand version of the logo adds a touch of cool and is perfectly suited for event promotion.
Print ads ran in local newspapers and posters were distributed to surrounding towns. Flyers and stickers were thrown in guerilla-style for good measure, and social media assets were deployed across Facebook and GoFundme to help spread the word and solicit support.
Volunteers and stage hands were outfitted in black T-shirts emblazoned with the shorthand logo, instantly becoming a coveted item far and wide.
