Creating a visual identity for the 26-27 shows announced by the Pittsburgh Cultural Trust
About the Pittsburgh Cultural Trust Gala
Since 1984, the Pittsburgh Cultural Trust®, a non-profit arts organization, has worked to make the Steel City a place where the arts can flourish. Our efforts have focused on the cultural and economic development of the Cultural District, a 14-square-block area of downtown Pittsburgh. What was once a downtrodden red light district now thrives as a vibrant center for culture, art, food, and community. Pittsburgh’s Cultural District stands as a nationwide model for how the arts can play a pivotal role in urban revitalization.
My Role
Acknowledging the fatigue of the visual identity for shows announced by the Pittsburgh Cultural Trust, my role in this campaign was to develop a brand-new identity and establish cohesion across the PCT's different assets.
Based on the color palette I established when I began my tenure as the organization's creative director, two circles appear across a wide variety of materials. These circles represent the spotlights often seen in performances, along with rounded borders and breathable space.
Another role I was tasked with in this campaign was creating a series of videos to promote the brand-new Flex shows, Dance and Magic. These assets used the new shell and showcased the programmatic diversity offered by the organization.
Based on the color palette I established when I began my tenure as the organization's creative director, two circles appear across a wide variety of materials. These circles represent the spotlights often seen in performances, along with rounded borders and breathable space.
Another role I was tasked with in this campaign was creating a series of videos to promote the brand-new Flex shows, Dance and Magic. These assets used the new shell and showcased the programmatic diversity offered by the organization.
+ My Tasks in the Project
Creative Direction • Art Direction • Video Editing • Project Management • Event Activation
+ Collaborators
Digital Marketing Director: Dave Alcorn
Chief Revenue Officer: Jason Witzberger Horejsi
Chief Programming Officer: Brooke
Senior Graphic Designers: Brian Nichols, Morgan Dray, and Jonathan Daybear
Show marketers: Mitsuko Clarke-Verdery, Kaitlyn Ciancio, and Ashley Kier
Senior Director, Communications and Marketing Management: Derek Scalzott
Digital Production Manager: Gigi Bower
Cinematography: Krist Munoz-Malave & Tours
Chief Revenue Officer: Jason Witzberger Horejsi
Chief Programming Officer: Brooke
Senior Graphic Designers: Brian Nichols, Morgan Dray, and Jonathan Daybear
Show marketers: Mitsuko Clarke-Verdery, Kaitlyn Ciancio, and Ashley Kier
Senior Director, Communications and Marketing Management: Derek Scalzott
Digital Production Manager: Gigi Bower
Cinematography: Krist Munoz-Malave & Tours
Before and after. Above, the only thing that connected all PCT assets was the slice at the bottom. With this new approach, we established a cohesive identity across all assets.
The new shell implemented in the season announcement video, livestreamed on YouTube and watched by over 7,000 patrons.
Video created to promote the brand-new Flex Subscription.
