Life and Trust
Logo Design • Branding • Motion Design
This immersive theater production takes place in a Art Deco Wall Street banking hall and five stories of basements below. Audience members follow a reimagined story of Faust through 1890s New York-inspired sets, seeing each of the show’s characters make their own “deals with the devil”.
I created a logo and branding to represent this experience as well as three conceptual aspects: Life and Trust the fictional bank, Life and Trust the show, and the Faustian bargain undertaken by the shows’ characters.
The final logo reimagines the building’s original 1920s ironwork, emphasizing its art-deco heritage while suggesting a long-standing history. A lock and key symbolize a “done deal,” with a glowing red keyhole hinting at a devil’s bargain. The key’s teeth echo Emursive’s double-E logo, while the letters “F, A, U, S, T” are subtly bolded as a hidden nod to the show.
To learn more about the design process behind this logo, please check out the logo guidelines and initial concept presentation.
Marketing
My team and I developed a multi-layered campaign for Life and Trust that extended well beyond traditional email and social media. We created immersive touchpoints like an in-world newspaper to be placed in Conwell Coffee Hall, authentic banking documents such as slips and business cards, and even a character quiz that let guests discover which figures from the show they most resembled. The logo was added to a massive painted mural in the cafe
Finally, we created a teaser trailer for the show, which was displayed on screens in the cafe.
Experiential Design
Beyond marketing materials, I also designed assets that became part of the show itself. The primary logo appears in the mural at Conwell Coffee Hall, while the “time travel hallway” featured a series of archival posters I helped create to represent the bank’s evolving logos across different decades, up to modern day. I also designed the emblem for the “Alexandria Club,” a secretive stone-mason’s lodge–style society where high society gathered to explore architecture, mysticism, and the occult.
