Role: Brand Refresh - Logo deisgn and show posters
Tools: Adobe Illustrator, Photoshop and Procreate
Type: Freelance | 2024
Impact:
Lateral Move is a New York City–based sketch comedy collective known for its sharp, absurd, and
socially conscious humor. Performing regularly at venues like the Brooklyn Comedy Collective and
The Players Theatre, the group blends sketch, stand-up, dance, and variety elements into each
show, offering audiences a fresh and dynamic comedic experience.
Before
I got the opportunity to redesign Lateral Move's logo and create show posters. They were looking to
refresh their visual identity better to reflect the offbeat, energetic tone of their shows. After sharing my
work and design sensibility with them, I was brought on to help craft a visual language that matched
their comedic voice—playful, bold, and a little chaotic in the best way.
For the logo redesign, I focused on capturing the group's satirical and absurdist nature while keeping
the mark clean and flexible for both digital and print use. I experimented with quirky, irregular typeforms
and dynamic letter arrangements to mirror the unpredictability of their sketches. The final logo plays
with movement and imbalance—echoing the idea of a “lateral move”—while remaining legible and
versatile across platforms.
refresh their visual identity better to reflect the offbeat, energetic tone of their shows. After sharing my
work and design sensibility with them, I was brought on to help craft a visual language that matched
their comedic voice—playful, bold, and a little chaotic in the best way.
For the logo redesign, I focused on capturing the group's satirical and absurdist nature while keeping
the mark clean and flexible for both digital and print use. I experimented with quirky, irregular typeforms
and dynamic letter arrangements to mirror the unpredictability of their sketches. The final logo plays
with movement and imbalance—echoing the idea of a “lateral move”—while remaining legible and
versatile across platforms.
After
Final Logo
Logo Iterations
When designing show posters, I treated each one as an extension of their sketch themes, infusing visual
humor, layered textures, and unexpected imagery to reflect the spirit of their performances. I pulled from
both retro and surreal design influences, using collage, bold typography, and off-kilter compositions to
mimic the fast-paced, genre-blending nature of their shows. Each poster feels like a teaser for the chaos
and creativity that awaits on stage.
The result was a cohesive yet evolving identity system that gave Lateral Move a stronger visual presence
while leaving room for constant reinvention, just like their comedy.
while leaving room for constant reinvention, just like their comedy.
THANKYOU!