Bay Street Theater

The Bay Street Theater in Sag Harbor looked to overhaul its branding to reflect its new theatrical and community-based programming. Research suggested we revise the brand positioning to attract the new, younger, sophisticated theater-goer.

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.

The 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