a.r.t.

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visual identity
collateral
retail
web

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Reestablishing a leading force in American theater.Building on its legacy as one of the most exciting and innovative theaters in America, the American Repertory Theater (A.R.T.) seeks to redefine and revitalize theater for twenty-first-century audiences. Minelli was hired to clarify and distill the essence of this creative vision and to design powerful, new communications tools to express it publicly. We designed a new look that includes a bold and powerful new logo, an energetic and vibrant color palette, and lush photography capturing the audience’s experience of the A.R.T.

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