Tootsie is a beloved film that has been made into a hilarious musical by a spectacular creative team, and long time client and producer Scott Sanders. The brief we put forward was to keep it simple, funny, and red on white.
People have such a positive idea of this story in their head that we did not want to do anything that might take them out off that inner dialogue. We just wanted to support what they already felt. So we designed this mark to own a color and a texture, and be a basis for motion animation presumably in any and all digital contexts. It’s always a large plus when a show can own a color.
Next up, the addition of witty copy that drives the humor in a series of motion solutions.
Creative Direction: Drew Hodges
Designer: Hallie Mitchell