The new theater’s brand is built upon three extraordinary elements; extraordinary arts and entertainment, extraordinary community connections, and extraordinary architecture. To represent these three brand pillars in the identity we created an artistic, hand-drawn script, representative of arts and entertainment. The juxtaposition of mechanical type and free-slowing script represents the nature of the building’s architecture. And, the identity’s outer lines are extended to “infinity” in application to represent it’s connection to the community.
Every great brand starts with understanding. We worked with our partners Wilkinson Ferrari & Co. to develop a community engagement campaign that included public involvement around the design process, community outreach at events and with interest groups, and media relations. One of the signature elements of this process was the reuse of three larger-than-life windows that were painted as chalkboards on Regent Street.
Once the brand was built, we helped project partners and the naming donor, the George S. and Dolores Doré Eccles Foundation, announce the new Eccles Theater brand to the public, built digital programs to drive season ticket sales, and designed the opening program and show.