Title: Redcat Rebranding project

Category: Branding identity,

Interactive Design


Research:

Regarded as "the gold standard of the avant-garde in L.A.” (Huffington Post), The Roy and Edna Disney/CalArts Theater (REDCAT) is an interdisciplinary contemporary arts center for innovative visual, performing and media arts located in downtown Los Angeles inside the Walt Disney Concert Hall complex. Each season REDCAT presents work by globally renowned artists, inside one of the most versatile and technologically advanced presentation spaces in the world. Through transmedia performances, exhibitions, screenings, and literary events, REDCAT introduces diverse audiences to the most influential developments in the arts from around the world.

Objective:

This is a re-branding design project for REDCAT, which is a very underrated institution, as so many tourists travel all the way to admire the masterpiece of Frank Gehry, people hardly notice its existence in the complex of Walt Disney Concert Hall. I am aiming to raise the public's awareness by redefining their new brand identity with a more enthusiastic, contemporary and youthful color elements to attract more members and visitors, too. 

Design:

The logo itself resembles from the theatre seating at REDCAT, descending down the main stage–these lines can also serve as a placeholder for information throughout the print collaterals and web-based media. The playful bars make up main graphic elements for the entire branding, along with the new color palette, which delivers spontaneous and modern feeling toward the brand itself. The stacking shapes also derive from the idea by adding more dimensions. 

Title: Redcat Rebranding project

Category: Branding identity,

Interactive Design


Research:

Regarded as "the gold standard of the avant-garde in L.A.” (Huffington Post), The Roy and Edna Disney/CalArts Theater (REDCAT) is an interdisciplinary contemporary arts center for innovative visual, performing and media arts located in downtown Los Angeles inside the Walt Disney Concert Hall complex. Each season REDCAT presents work by globally renowned artists, inside one of the most versatile and technologically advanced presentation spaces in the world. Through transmedia performances, exhibitions, screenings, and literary events, REDCAT introduces diverse audiences to the most influential developments in the arts from around the world.

Objective:

This is a re-branding design project for REDCAT, which is a very underrated institution, as so many tourists travel all the way to admire the masterpiece of Frank Gehry, people hardly notice its existence in the complex of Walt Disney Concert Hall. I am aiming to raise the public's awareness by redefining their new brand identity with a more enthusiastic, contemporary and youthful color elements to attract more members and visitors, too. 

Design:

The logo itself resembles from the theatre seating at REDCAT, descending down the main stage–these lines can also serve as a placeholder for information throughout the print collaterals and web-based media. The playful bars make up main graphic elements for the entire branding, along with the new color palette, which delivers spontaneous and modern feeling toward the brand itself. The stacking shapes also derive from the idea by adding more dimensions. 

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postcards
redcatbookcover
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redcatbook
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CalArts REDCAT Gala Honoring Herb Alpert With A Special Performance By Herb Alpert And Lani Hall
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