We designed a visual identity for interdisciplinary performance duo n00b, whose work spans from millennial cabaret to urban music theatre and beyond. With generous doses of humor, they fearlessly tackle current topics, unafraid to speak their truth.

Through playfulness, clumsiness, randomness and a cheeky tone of voice, this visual identity celebrates what it means to be a noob – a beginner, a rookie, someone navigating the world without fully knowing the ropes.

In order to convey the idea of being a n00b, we created a clumsy visual identity; one that is never perfect, where letters fall apart, texts are crossed and corrected, and stickers intervene randomly on layouts.

This flexible visual identity relies strongly on typography and a cheeky tone of voice, supported by a daring color palette. A set of elements and behaviours that describe the playfulness of n00b and the young generation of new performance artists they belong to.

The implementation of n00b's visual identity responds to the playfulness of the brand elements and tone of voice as well: we designed a website that contains games and animations, 'fights' instead of forum conversations, WhatsApp gifs and stickers, and merch for boomers and millennials.

For their performance tour, we worked with photography by Mark Engelen. The communication campaign of their very successful show 'n00b speelt n00b' ('n00b plays n00b') was implemented in printed and digital formats, on diverse websites and social media, as well as in theatre venues.

Concept, creative direction and design: What The Studio
Web development: Yannick Gregoire
Animations: Sergio Tomasa
Campaign photography: Mark Engelen
Copywriting: n00b & What The Studio