Pi Theatre

Bold, daring and innovative on the stage

Pi Theatre is an independent theatre company in Vancouver producing work that’s bold, uncompromising, intellectually alive and emotionally charged. Their work extends beyond the stage, challenging modern perceptions and getting people talking. Like art, Pi is limitless, deeply connected to the world and always provocative.

Branding fearless theatre

For the past three decades, Pi Theatre has been working hard producing bold, uncompromising plays that explore modern life. With 34 Jessie Richardson Awards and 116 nominations for outstanding artistic achievement, they’ve quickly established a reputation for daring, ambitious shows with innovative design and production values. Their unapologetically provocative work explores contemporary life in a highly theatrical way.

Challenge expectations

Pi’s irreverent brand of theatre often shakes up an audience’s comfort zone. It strikes, stings and pricks—always connecting on an emotional level. Our consultative process sought to clarify the unique role that Pi Theatre plays. We worked closely with the team to develop a new purpose for the brand, cleaning up the conceptual stage for audiences to focus on the true essence of the company. The emerging tagline: “fearless theatre” achieves clarity and reflects the new brand promise: work that pushes hearts and minds to their fullest extent.

Standing out from the crowd

The final result is a fresh and energetic visual system that encapsulates the new brand positioning. While the new identity provides a lively creative platform for the company’s seasonal communication needs, the new logo helps brand Pi as a unique player within the very crowded independent theatre ecology in Vancouver.

"We hired Persona for our last brand refresh and couldn’t be happier. The process was a pleasure and the results were first rate. Javier understands the power and value of a comprehensive approach to developing both the internal and external touchstones of a powerful and effective organizational brand. Highly recommended."

Richard Wolfe — Director, Pi Theatre
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+1 778 995 6051

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Suite 614 – 402 Pender St West
Vancouver, BC. V6B 1T6