“The Rep”

Our longtime client The Repertory Theatre of St. Louis asked us to develop an updated look in honor of their 50th year. Jager Boston crafted a brand identity around the theatre’s affectionate nickname “The Rep,” updating their legacy logo with a fresh and modern twist. The Rep also needed a commemorative logo for their 50th season, one that embraced that they “were still making a scene.” After completing both elements, the team then developed a system allowing them to work across all communications.





“A rebrand of this magnitude takes patience and attention to detail, and we were fortunate to have a partner that truly understands who we are. Jager Boston worked tirelessly to make sure everything was on target and on time.”

Carla Gibson, Director of Marketing

Programs with Personality

A new brand involves much more than just one logo. Along with the main identity update, Jager Boston also created a family of program logos that highlights the uniqueness of each program but are also consistent with the rebrand.

Direct Acquisition

The Rep relies heavily on direct mail for subscribers and ticket sales. Jager Boston designed an intriguing and organized piece, reinvigorating a traditional medium.


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