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Centennial Rebrand (2017)

Pasadena Playhouse

To celebrate a century's worth of theater and shepherd in the next 100, the Playhouse sought to refresh their previous brand identity while paying homage to iconic history.

Together with Pentagram Design Studio (Paula Scher) and Mackey Creative Labs, we built a bold new brand vision and verbal identity that reflected the new artistic leadership and programming.


The team wanted to build an identity for the Playhouse that would withstand the test of time, and included iconography, font, and values that were instantaneously recognized by audiences.

Choosing a singular icon like a chair, road sign, or face to encompass the entire artistry of a show proved to be a challenge.


The overall web experience also needed marked improvement, as the checkout to purchase tickets felt like more of a chore than something fun.  


  • A brand identity that felt organic and authentic across all platforms

  • Guidelines and best practices for new verbal identity

  • Improved UX of the site's checkout process from 11 steps to 4

  • Cleanup of the website's roadmap

  • Custom font to match the new brand identity and values


The rebrand of Pasadena Playhouse ushered in a new century of theater and artistic vision. The work has been lauded with high acclaim, and continues to tell the story of a "little theater that could."

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