Shaping Soho Rep’s Marketing, Identity, and Audience Growth Over a Decade

What: Soho Rep is one of New York City’s most influential nonprofit theaters, known for developing and presenting bold new work. Since 2012, Studio Usher has collaborated closely with the in-house team to design digital and print materials across the institutional website, show marketing, and fundraising outreach.

Goal: Support Soho Rep’s growth by expanding audiences and strengthening donor engagement through communications that reflect the ambition of the work on stage.

Notable: Studio Usher developed a marketing system that balances institutional consistency with the distinct voice of each production. The work allows each show to stand on its own while contributing to a cohesive identity. This sustained collaboration builds Soho Rep’s visual credibility beyond what is typical for an organization of its size, with materials that generate anticipation and drive ticket sales. The partnership includes productions such as the Pulitzer Prize-winning Fairview by Jackie Sibblies Drury and An Octoroon by Branden Jacobs-Jenkins, named by The New York Times as one of the best play productions of this century.