La Sentinelle

A safe space where we are seen

La Sentinelle
Category | Branding
2021 +++
The challenge

La Sentinelle is a black theater production company that aims to become the French-language reference for BIPOC people seeking representation in theater. As the company grows, it needs a strong brand identity that evokes its professionalism and essence, while being explicitly Black. Without this strong image, the company currently faces challenges in reaching its target audience.

Our solution

A minimal and abstract representation of stage lighting that reflects La Sentinelle’s mission to showcase culture, artists and BIPOC pieces. Playing with positive-negative space and contrast where we initially see only two geometric shapes, but once analyzed, the “Spotlight” in the centre is revealed. The icon is a strong design element that can also be used on its own, as a pattern or in combination with images in brand design. The letter “A” shares the same shape to keep it consistent.

  • Creative director

    Ashley Phillips

  • Project manager

    Miro LaFlaga

  • Lead designer

    Rachel Zhang

  • Consultant

    The Study

More +++