IMPROVABLE CAUSE

Improvable Cause has been entertaining audiences around the Gulf Coast with their brand of short-form improv comedy for the better part of two decades. They celebrated their 18th birthday as a troupe in 2023, and to help commemorate the occasion they hired me to update their brand’s visual identity systems.

Inspiration for the brand’s whistle icon came from their energetic live shows. The show features a group of improvisers who make up scenes on the spot based off audience suggestions, which are bookended with by the host blowing a whistle. Though they are not the only troupe to use a whistle, it has become synonymous with their live shows, and was the perfect icon to represent their irreverent shows.

Improvable Cause, or IC for short, perform monthly in downtown Pensacola, Florida, so in addition to their rebrand we beefed up their marketing efforts. Outdoor signage to advertise their shows on the sidewalk, rack cards to target tourists in the lobbies of downtown Pensacola hotels, and flyers to spread awareness at local college campuses were included in the effort to get more butts in seats.