Seasonal Branding

Playwrights Horizons

After Pentagram’s Michael Bierut and team rebranded the Off-Broadway theater, I worked as the sole in-house designer to implement the new guidelines and expand the identity across all new mediums.


Brand identities

Like many theaters, Playwrights has an insitutional brand with many subbrands for each season, each show, and events.

I art directed the seasonal identity for 2018/19 and 2019/20 from concept to execution as well as for the annual Gala.

Season photography was shot by the talented Zack DeZon and show illustrations were created by the wonderful Jeff Rogers.

Playwrights Horizons 2019/20 Season Brochure
2019 Spring Gala podium signage and screen with speaker Judy Rubin
2019 Spring Gala printed and folded invitation


While we had guidelines for many print and digital assets, motion was relatively untouched. With ever-increasing need for video content and new interns coming in each season to gain digital content experience, introducing motion graphics templates both expanded the brand identity into cohesive visuals for video and made for a more streamlined handoff process.

Animating artwork created long-running content that increased ad engagement and became a regular top revenue generator.

MakeSpace bag on rug with person placing boots and winter clothing into bag
MakeSpace bag on rug with person placing boots and winter clothing into bag

Data visualization

The show This Flat Earth explored topics surrounding gun violence and school safety. Using a custom Mapbox styling and data from Everytown USA, this map shows the number of school shooting related injuries and deaths from the first quarter of 2018.

Used in video promotional materials and lobby displays to spark conversation with audiences before and after the show.

Killed Injured