Page 73 Identity

Page 73 Identity

Studio Usher was hired to rebrand Page 73 with the goal of attracting new audiences and funders. Studio Usher re-positioned Page 73 as an "ingredient brand" (similar to Intel in technology), applying an innovative corporate branding strategy to the arts world. This approach allows playwrights to carry the P73 logo as a mark of quality and origin, even as they move beyond New York, thereby extending Page 73’s cultural influence. Additionally, Studio Usher’s careful selection of paper stock demonstrates how material choices can be an integral part of the branding. The color of the stock itself becomes a recognizable element of the brand, requiring little else to convey the identify.