Sometimes the best choices are right in front of you.
What began as a bet on a page in a sketchbook expanded to become our most complete brand, identity and spatial system to date.
The reductive wordmark—noting the crown present within the W—set the stage for a series of graphic decisions that range from pragmatism to abstract expressionism.
Every portion of this project had space that allowed for collaboration with the entire design team. We coordinated the electrical placement for all signage, solved accessibility problems in the interior, contributed to interior design decisions and collaborated on the entry facade with the architect.
Kasey McCarty’s desire to run a pattern on the outside of the building created the opportunity to generate the “violet” logo almost by default.
In addition, we provided art direction for the user interface of their website, a series of original poster prints for the bathroom corridors and exterior cases, generated 9 specific art for the theater corridor, while marking pragmatic way-finding items like hear aid access, ADA markings, or even where the recycling goes.
The ‘violet’ pattern ended up stained into the concierge stand and printed in the end papers of the first two menu sets.
From pixels to plastic, chalkboards to cups, signs to seat backs, we were able to design a prototype for what might one day be a nation wide theater concept (we hope).