Brand Identity 

A century of theater is a lot of history to carry into a new era.

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As Pasadena Playhouse entered its next chapter of artistic leadership and programming, the theater partnered with Pentagram, led by Paula Scher, and Mackey Creative Lab to create a bold new identity that honored its history without feeling stuck in it. Each production was distilled into a singular graphic icon, creating a visual language that was playful, flexible, and unmistakably Playhouse.

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As part of the in-house creative and marketing team, I helped bring that identity from concept into the real world. I worked across brand development, verbal identity, digital content, and the website redesign, coordinating feedback across teams and helping establish the systems and guidelines that would carry the new brand forward. I also supported UX research, testing, and implementation for a redesigned ticket-buying experience that took checkout from 11 steps to 4.