Chemically Imbalanced is a young comedic theater company in Chicago, arguably the capital of sketch and improv comedy in the country. This makes for a crowded field, though it is one of a relatively homogeous product, which allows for easy differentiation in the mind of the consumer through calculated brand-positioning. These elements are part of that effort, which seeks to create an easily recognizable mark, as well as a series of ads which serve to elevate the percieved quality of the theater through better marketing.