Rebranding The Second City

The Second City has expanded dramatically since it was founded in 1959. The world’s most storied improv-based comedy institution (and training ground for the likes of John Belushi, Tina Fey, Steve Carrell, and Aidy Bryant) now boasts an in-house film school, thriving B2B arm, and a nationwide training center with over 5,000 trainees mastering the art of funny. Years of growth, however, led to watered down branding— and that’s where we came in to help with a comprehensive rebrand.

Second City Alumni – photograph by Someoddpilot
Second City Branding and Posters – designed and produced by Someoddpilot
Second City's Iconic Chair – photograph by Someoddpilot

We tightened and strengthened The Second City’s brand, and created a modular system to be used across the cultural behemoth’s many sub-brands and digital channels.

Second City's Brand Values – strategized by Someoddpilot

To guide messaging for a brand that drops F-bombs at Friday night shows and then hosts children’s workshops the following morning, we took inspiration from chili peppers on a menu (just how hot is it?) and devised a way for the brand to measure its subversion.

The Second City's subversive counters, designed by Someoddpilot
The Second City brand book, designed and produced by Someoddpilot
The Second City logos and sub-brands, designed and organized by Someoddpilot
The Second City business cards, designed and produced by Someoddpilot

In the hands of Second City’s marketing team, our distinctive look and feel has been rolled out across dot com, social, print, and OOH ad placements in Chicago, Toronto, and Los Angeles.

Second City advertising, branding by Someoddpilot
Second City social and OOH advertising, branding by Someoddpilot
Second City OOH advertising, branding by Someoddpilot
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