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New Work: Theatre Under the Stars


Pentagram’s DJ Stout and his team in the Austin office have designed a new identity and website for Theatre Under The Stars, Houston’s acclaimed non-profit musical theater company known as “TUTS” to the locals. The completely overhauled website is a part of TUTS’ campaign to update and freshen the company’s brand, following the new logo reveal earlier this year.

Theatre Under The Stars, which offers a world-class musical theater experience ranging from full-scale Broadway productions to educational initiatives, literally got its start under the stars. Founded in 1968, TUTS began staging its mix of touring musicals and self-produced shows at the Miller Outdoor Theatre in Hermann Park. What began as free summer shows, a beloved staple for the Houston public to this day, TUTS’ role in all facets of theater arts has flourished beyond its origins in the open air. To date, TUTS has produced more than 300 musicals including many local, national and world premiers and has made the Hobby Center for the Performing Arts its home.

We Gave an X


In the run up to the 2015 UK General Election, much was written about the disengagement between voters and politicians. This led to a widespread prediction of voter apathy that was fuelled by vocal non-voters like Russell Brand.

To tackle this disengagement, Naresh Ramchandani and Marina Willer launched I Give an X, a campaign that encouraged people to take pride in their vote. Living online, it consisted of a website with 93 downloadable Xs, a powerful video manifesto encouraging people to vote, and a link to the voter registration form.

New Work: I Give An X

Only 65% of people voted in the last UK election, with a majority of non-voters being young people. In the run up to the General Election on 7 May 2015, Naresh Ramchandani, Marina Willer and their teams decided to combat this disengagement.

The result is I Give An X, a non-partisan, online campaign that asks people to visit the I Give An X website, pick an X to download and share as their profile picture on Facebook, Twitter or Instagram with #igiveanx. By living in social media, I Give An X has a relevance to younger voters and, by allowing them to wear a virtual badge of pride, the campaign can influence their social circles as well.

New Work: Bike New York

Emily Oberman has designed a new identity for Bike New York, a non-profit organization that promotes cycling throughout the city.

Spring has finally sprung, and New Yorkers are hopping on their bikes to greet the beautiful weather. Just in time for the cycling season, Pentagram’s Emily Oberman and her team have rolled out a bold new identity for Bike New York, the city’s leading proponent of biking as a practical, sustainable, and healthy means of transportation and recreation. Along with the identity, the update includes a redesign of the Bike New York website, cycling guides and other collateral, and looks ahead to the organization’s biggest events, the TD Five Boro Bike Tour and Bike Expo New York, scheduled for May 1-3.

With a growing network of over 900 miles of bike lanes and the recent launch of the Citi Bike bike-share program, cycling in New York is more popular than ever. Over the past year and a half, Oberman and her team have been working with Bike New York on elements of its brand identity and messaging, with the goal of helping the non-profit organization better engage and connect with all of New York’s riders. While creating the new identity, the team designed the promotional campaigns for last year’s Tour and Expo, which previewed the new look.

New Work: Apex for Youth


Apex for Youth is a non-profit organization that has provides mentoring and educational programs for disadvantaged Asian and immigrant youth in New York City. Apex’s network of volunteers is made up of working professionals who provide support in academics, social skills, and community engagement for elementary through high school students. Many of the mentees are are first-generation college students, and are encouraged to become volunteers after graduating high school, helping to extend the outreach cycle of the Apex program. Apex for Youth also holds its annual Inspiration Awards Gala, celebrating exceptional students and outstanding members of New York City’s Asian community.

Pentagram’s Natasha Jen and her team have designed a new identity for Apex that reflects the organization’s influential mission. The logo design is inspired by the tangram, a traditional Chinese dissection puzzle in which seven flat, geometric shapes are arranged to form familiar objects. The new Apex logo makes use of these shapes by forming an apple, symbolic of the organization’s educational mission and alluding to New York City’s most well-known moniker.