PASADENA PLAYHOUSE CENTENNIAL

Brand Identity & Refresh

To mark a century of theater and pave the way for the next, the Playhouse aimed to revitalize its brand identity while honoring its rich 100-year old history. Teaming up with Pentagram Design Studio (led by Paula Scher) and Mackey Creative Labs, we crafted a vibrant new brand identity and voice, reflecting the Playhouse's new artistic direction and programming.

IDENTITY

Ryan Yu as Gordon Hirobayashi stands in front of an American flag.

A cartoon panda in a neon green kimono and a neon green background

A purple chair designed in front of a green-blue background

A pirate flag against a red-orange background

CHALLENGES

Our goal was to create a timeless identity that would immediately connect with audiences in Los Angeles and beyond, with the essence of each show distilled through a singular, impactful icon. Our next challenge was to revamp the Playhouse website, aiming to make ticket purchasing enjoyable rather than the current laborious 11-step process.

GIF of old Pasadena Playhouse website interface

GIF of new Pasadena Playhouse website interface

WEB

IMPLEMENTATION

Partnered with Pentagram, Playhouse creative team, and Mackey Labs to cultivate a cohesive brand identity seamlessly integrated across all platforms.
Established comprehensive brand guidelines and best practices for the new brand and verbal identity.
Performed extensive market and UX research to enhance the website's checkout user experience, streamlining the e-commerce process from 11 steps down to 4.
Compiled feedback from various teams and maintained project deadlines to ensure a successful brand launch.
Collaborated with Mackey Creative Labs on wireframe testing and the implementation of the hard-coded website and email.
Revamped and streamlined the website's roadmap for improved clarity and efficiency.

RESULTS

The transformative rebranding of Pasadena Playhouse heralded a new era of theatrical brilliance and artistic innovation. This overhaul, both onstage and off, garnered widespread acclaim and recognition.

Enhancements to the website sparked a remarkable 145% surge in site traffic, and we saw an increase in centennial membership and general patronage to season productions.

In a crowning achievement, the Playhouse clinched the regional Tony Award in 2023, affirming its place as a beacon of excellence in American theater.

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