Mercury Store

Mercury Store provides theatre artists with space and other resources to create without the pressure of production. Radically communal, they’re focused on artistic excellence, empowering diversity and creative risk-taking. Making their debut with a massive and impressively designed rehearsal space in Brooklyn, the nascent but well-heeled organization wanted a brand that reflected their uniquely experimental and utilitarian ethos.

Our approach to the identity was heavily inspired by Mercury Store’s mission – imagining form and content as malleable and curious. A modular grid underlays a simple, monochromatic system centered around strong typography. Paired with a logomark echoing the roofline of their new physical space, the brand’s restraint allows it to play a supporting role so that the community of artists can take center stage.