The Hat

Journalists Kara Cutruzzula and Colin Macdonald are combining their decades of expertise in culture and theater to launch The Hat: a new publication that will bring the sophisticated editorial approach of The New York Review of Books or Vanity Fair to theater coverage.

They needed a brand identity that immediately establishes credibility, sets the right tone at first glance, and positions the team behind it as culture definers within the theater world.

Picnic was engaged to develop The Hat’s brand identity from the ground up, with the goal of creating a timeless and sophisticated brand that feels like it’s been right there next to The New Yorker all along.