This was a very unique opportunity presented to me. For one of my final school projects we worked closely with Little & Co, who did the actual re-brand for the Guthrie Theater. We were presented with “what if?”. What if we were presented this opportunity, with no requirements, what would we design?
We were presented with a brand platform with a few things that the Guthrie wanted to be present and expressed through our design. We also researched collaboratively as a class into what other theaters were doing and then moved into our own designs from there.
Bold typography, inviting colors, and open layouts all come together to create a fresh sophisticated feel to the new Guthrie identity. The brand overall is now more inviting and will elevate the theater to the world-class level that the Guthrie is striving for and continue to inspire reflection and human connections.
We were also tasked with creating a new identity for the child element within the brand identity, the Dowling Studio (also known as Level Nine). I took this in a more bold and provocative direction using bright colors and a typeface with a little more attitude and funk compared to its parent element.