San Francisco Bay Area Theatre Company (SFBATCO) is a Black, Latin, and Asian-led nonprofit organization that supports artists in producing compelling theater that builds community, fosters cross-cultural dialogue, and promotes social justice. Their work authentically reflects the experiences of communities of color and LGBTQIA+ individuals.

The 2021 New Roots Theatre Festival was a two-day theatrical experience celebrating the global Bay Area community and performance works dedicated to marginalized identities. As part of their expanding presence, SFBATCO embarked on a brand redesign for the festival. Tasked with creating a logo reflective of its parent brand, I designed a mark that remained both independent and distinctive. By incorporating hand-drawn illustrations with a calligraphic font, I introduced a fresh perspective that reinforced an organic, ‘grown-from-the-roots’ narrative.