The American Repertory Theater

The American Repertory Theater (A.R.T.) at Harvard University aspired to revitalize theater and create visceral encounters for all audiences. Her goal was for devoted Broadway attendees to line up at the Loeb Theater in Cambridge.

Situation: The appointment of Diane Paulus, a Harvard alumnus and the new artistic director, provided the opportunity to transform one of the most innovative theaters in America.

Response: A rallying cry of “Experience the A.R.T”. became the underlying brand strategy and promise for audience participation. Vibrant colors, dramatic imagery and a new wordmark were essential design components for a new visual identity. Added bonus: in its first season with the new artistic director, many sold-out performances were extended as audiences beyond Massachusetts came to see the award-winning shows.

My role: Art Direction + Design (while at Minelli)
Additional designer: Yuko Inagaki
Internal team: brand strategists, writers