The Greek Theatre

Brand Identity, Wayfinding & Environmental Graphics

As part of full renovation of the Greek Theatre meant to improve the experience for visitors and performers alike and shed light on the Greek’s long and illustrious history, we developed a brand identity and a wayfinding program focussed on revealing the beauty of the Greek’s original 1929 building.

In addition to designing a new logo for the brand, we created a robust and flexible typographic system to enhance cohesion between the marketing materials (unifying the different styles of photography and visual assets promoting the wide variety of performances and events), as well as the wayfinding and adjacent environment. The result was a definitive improvement and helped reposition this LA landmark as one of the most popular venues in town.

Lastly, we dug deep into the theatre’s archives and original design drawings, and used a curated a collection of vintage performance images to highlight the rich history of the site, and share it with the guests and performers. A ground supergraphic based on the classic greek architecture motif found on the frieze of the building helped us to create an experiential destination at the entrance plaza.

Project completed at Rios Clementi Hale Studios