Center for the Art of Performance at UCLA Identity

Client: UCLA, Los Angeles

Our Role: Concepting, Art Direction, Design, Illustration + Writing

UCLA’s Performing Arts organization (previously called UCLA Live) needed a ground up rebrand. Focusing first on the name, we empowered the organization with a new sense of purpose that is clear and present from it’s first read. We then visually imbued it with a unique sense of place that separates it from other competing organizations—both locally and nationally. To help visually root the Center firmly in the heart of Los Angeles, we brought in L.A. photographer Mike Slack and incorporated a color palette and typography that nods to the history of Los Angeles, as well as it’s past, present and future state within the global arts community.

Our identity package included: name consulting, logotype & chop mark, brand color palette system and typography, brand photography, outdoor banners, event specific collateral and website re-skin.