Live performances are more than entertainment. They’re a journey of highs and lows, calm and chaotic. They capture the audience's attention through sight and sound, and have them hanging on every movement, note or word.

For Theatrix, a challenger in the SVOD sector, has set out to bring the wonder of the performing arts into the home, and they needed a brand that could accurately communicate the spirit of the production.

The solution is a fluid and evolving visual identity inspired by the audio, motion and emotion of live performances — each one manipulating and moving the logo in a completely unique way. The end result is a brand identity that dances with the ballet, sings with the opera and moshes with the band.

Through this execution, McCorkell was able to position Theatrix as inquisitive, creative and expressive as the community in which it serves.