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T H E
G O A L
Bring back the historic liveliness and spirit that once surrounded the Broadway Theatre District in Downtown Los Angeles. By revitalizing and modernizing the brand of one its theaters, we hope to increase theater brand recognition amongst the locals and tourists in the greater Los Angeles area both in person and digitally.
T H E
A P P R O A C H
Utilize rebranding as a marketing strategy for one of LA's most historic and distinguished venues, the Orpheum Theatre. We believe that if we improve the image of one of Broadway's theaters, we will slowly begin to revitalize the surrounding area and help bring back Broadway.
T H E
T H E A T R E
The Orpheum Theatre was chosen for because its rich history and great potential to once again become a recognized theatre amongst the evolving technological era. Click image below for more extensive history.
T H E
C H A L L E N G E
Use research into history, branding, color psychology, and case studies to strategically rethink the look of and message behind the Orpheum Theatre.
T H E
C A S E - S T U D Y
The Ace Theatre was chosen as our case study because it has a cohesive brand and great presence on digital platforms. Click the image below to learn more.
T H E
R E S U L T S
The Orpheum Theatre has been renamed to "The Orpheum Los Angeles" in all of the logos. This is to increase brand uniqueness amongst all theaters in the Orpheum Circuit.
The logo has 5 rings to represent a circuit and is made to look like a record. The cursive "Orpheum" remains to represent the elegance of the theatre. The colors are bright and vibrant to represent liveliness, inclusivity, and diversity. Purple is the center color as it is the current color used in its branding
The colors are Orpheum Orange, Radiant Red, Pristine
Purple, Broadway Blue, and Marvelous Mint. Orange represents fun and optimism; Red represents excitement and energy; Purple represents music and is used to encourage creativity; Blue represents self-expression and joy; Mint represents growth and is used to restore energy.
The feel of the new branding is fun, exciting, lively, and retro. Its purpose is to target the younger audience in the greater Los Angeles area.
Click the image for the full rebranding.
