UPRIGHT CITIZENS BRIGADE (UCB) opened their first improv theatre in 1990, sights set on bringing chaos to the world while eschewing conventional norms. It worked. Today, the legendary group of improv performers, artists, comics, fans, students and friends has grown into a community like no other. Collaborating with UCB on their complete brand overhaul and visual identity system was a puzzle that was as fun as it was challenging. DON’T THINK!