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. A new artistic director envisioned devoted Broadway attendees lining 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.

Results: 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 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