SPARC

Brand Redesign

SPARC

Rebranding a Theater Company for a New Era

Overview:
SPARC—Shakespeare & Performing Arts Regional Company—is a unique theater group that combines live performance with the ambiance of a vineyard. As the company evolved beyond Shakespearean roots and into a broader performing arts hub, a rebrand was needed to reflect its expanded mission, diverse programming, and vibrant community presence. This project reimagines SPARC as more than a theater—it's a space to connect, create, and belong.

The Challenge:
Following a shift in direction during the COVID-19 pandemic, SPARC experienced confusion around its identity, resulting in lost audience engagement. The goal of the rebrand was to clarify SPARC’s evolved mission, reengage original supporters, and attract a broader, more diverse audience—while maintaining warmth, community focus, and accessibility.

Deliverables:

Print & Digital Assets: Trifold and bifold brochures, flyers, club cards, flagpole banners, coasters
Merchandise: Branded tote bags and pin sets to encourage word-of-mouth promotion
Motion & Social Media: Animated timeline video and engaging posts tailored for Facebook and Instagram
Photography Guidelines: Human-centered images with blurred backgrounds to highlight performers and enhance drama

Tagline:
Sparking Connections, Building Community

Design Approach:
The new brand identity prioritizes inclusivity, cohesion, and adaptability across platforms. Working with a small team, we:

Simplified the SPARC logo by removing gradients for a cleaner, longer-lasting mark
Created a three-tier color palette:
- Primary (red, yellow, purple) for core materials
- Children’s (bright, pastel) for youth programs
- Shakespeare (earthy, vineyard tones) for classical works
Chose Anziano for elegant serif headings and Poppins for clean, friendly body text
Developed illustration systems including contour line drawings for adult-focused materials and dotted lines for children’s content