The Hollywood Pantages Theatre has endured hardship and change since its opening in 1930. Its uses have merged from Vaudeville performances, the Academy Awards, office space, and today’s use of Broadway performances on the West Coast. It endured a full restoration in 2000, but its branding remained dated and pedestrian. The building is an immersive experience of stepping back into the Golden Age of Hollywood. I designed a system that represents that experience. I created a logo inspired by the letter forms of their original neon sign that remains in use today, and refreshing it into a more contemporary twist.

 I designed stylized posters using original illustrations done by the incredible Malika Favre, and making slight adjustments of shape and color to fit the brand.

The merchandise is meant to reflect a classically contemporary theatre. The patterns used are pulled from shapes and lines off of the original neon sign.