Bay Street Theater – Brand

The Bay Street Theater in Sag Harbor was looking to overhaul its branding to attract a younger, sophisticated audience. The theater was also introducing new theatrical and community-based programming that the branding needed to represent.

The design is centered around a modern and editorial aesthetic with artistic qualities that speak to the new target’s sensibilities. The logo, inspired by the theater building itself, manipulates classic typography to reinforce the fusion of sophistication and youthful playfulness.

Signage was redesigned to align with the new branding and set itself apart from the other entertainment properties in the area. Additional materials included a style guide, gala invitations, poster templates, business cards, and a complete website redesign.

The re-branding effort paid off, with ticket sales up 120% over the previous year.

Client: Bay Street Theater
ROLE: Strategist, Creative Director, Designer