As part of the SOM design team, GraphicUser was instrumental in the development of the Strand’s identity—one clearly identifiable as A.C.T., a 50-year old institution, but tailored to reflect the new space and its mission. Focused on new work, emerging artists, arts education, and community outreach, the Strand’s identity had to convey the unadorned immediacy of experimental theater and reflect the gritty, transitional aspects of its surrounding neighborhood.