The Wilma Theater
deliverable
advertising
merch
poster design
Typography
Visual Identity
scope
graphic design
Setting the Stage:
The Need for Rebranding
The Wilma Theater, a cornerstone of Philadelphia’s performing arts scene, required a refreshed visual identity to better align with its bold, boundary-pushing productions. The rebranding aimed to create a more cohesive and modern look that reflects the theater’s avant-garde spirit while maintaining its deep-rooted connection to the local arts community.
Overcoming Design Challenges
The biggest challenge was balancing tradition with innovation—honoring the Wilma’s legacy while making it more accessible and engaging for contemporary audiences. Other considerations included creating a flexible visual system adaptable to both digital and physical applications, ensuring consistency across posters, stationery, and environmental graphics.
Logo exploration
Typography
The new design system integrates striking typography, bold color contrasts, and immersive imagery to capture the energy of live performance. The chosen visual elements—whether through layered textures, expressive layouts, or refined yet edgy typography—evoke movement and storytelling. Each component, from the posters to the stationery, works together to establish a compelling and recognizable identity for the Wilma Theater.
