We were working on a new brand identity for Washington Improv Theater and the designers were playing with some concepts that dealt with the spontaneity of the performances, the interchangeability of the players, the wildness of the whole experience.

We had an idea. But it was too crazy. It wouldn’t work. Let’s not even mention it to the client. Could it go on the website? What if we just did a little test, a proof of concept? Could the developers even build that? Just a quick test to see if it’s even worth bringing up.

We