Keen Company 2025 - 2026 Season

Located in New York City, Keen Company is a Drama Desk and Obie Award-winning Off-Broadway company creating intimate theater that celebrates the complexities of hope and the joys of the human condition. In June 2025, new Artistic Director Kelly Kerwin approached Toast to develop a visual identity that captured the spirit of her new team as they launched their first season under new leadership. The resulting identity for Keen Company's 2025–2026 season showcases their bold, joyful spirit and includes their Mixtape performance series, the 20th anniversary of their Keen Teens program, and a mid-winter fundraising gala.

Scope

  • Brand Identity Design

  • Digital Design

  • Print Design

BRAND IDentity Design

Keen Company’s 2025-2026 season identity is driven by visual themes reflecting the organization’s mission. We built a visual library of collage, printmaking, and mark-making elements, layered with bright colors and bold typography. For the Mixtape series, we incorporated vintage tape deck and cassette imagery, tapping into the show's own "analog fun in a digital world" spirit and reinforcing its one-night-only, curated format.

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social media Graphic design

Social media design was a central focus of the branding process. We created a seamless Instagram carousel that set the tone for each show in the Mixtape Series, the Midwinter Bash gala, and the Keen Teens 20th anniversary. The resulting graphics are dynamic, communicative, and full of energy.

“I care deeply about visual design as it’s the first moment people experience the theater, either through the show poster or the social media. Toast dove into my visual research and emerged with a fantastic graphic design that felt in line with everything I wanted the theater to be. Toast were the first designers to actually listen to my ideas, understand my vision, and execute something that looked like the inside of my brain. I'm now running my second theater company, and one of the first things I did when I started was to hire Toast as I had loved working with them in my previous leadership role.”

— Kelly kerwin, artistic director at keen company

Print Design

The collage-driven, tactile style of the identity carried naturally into print, producing pieces that felt hand-crafted and true to Keen Company's bold, spirited character.