Performing arts institutions often carry decades of visual identity decisions that no longer reflect who they are or who they want to attract. PACOFS needed a refresh that honoured its cultural significance while giving it the visual confidence to compete for attention in a crowded landscape — on the street, on stage, and on a phone screen.
The brief covered every surface: from the formality of a letterhead to the energy of a street poster, from a golf shirt to an Instagram story. One identity. Every touchpoint. No compromise.
We started with the core identity — refreshing the mark, establishing a typographic system with the authority of a cultural institution and the legibility of a modern brand, and defining a colour palette that works under stage lighting, on a city billboard, and at thumbnail scale on social.
From there, the system was extended outward — methodically, touchpoint by touchpoint. Stationery first, to establish the formal register. Then merchandise, print, outdoor, and finally a social media system designed for consistent daily content production.
Brand identity applied to stationery — letterhead, business cards, and envelopes
A brand refresh built to perform everywhere PACOFS shows up — formally, publicly, and digitally.
Branded merchandise turns patrons, staff, and performers into brand ambassadors. The PACOFS golf shirt and t-shirt were designed to carry the identity with the same confidence as any other brand touchpoint — clean, considered, and recognisable.
Branded merchandise — golf shirt and t-shirt for staff, performers, and patrons
Outdoor advertising is where a brand proves itself at full scale. The PACOFS billboard and poster campaign bring the refreshed identity into the city — bold enough to stop traffic, considered enough to carry the cultural weight of a performing arts institution.
City billboard — PACOFS brand refresh at large-format outdoor scale
Street poster campaign — brand identity applied to high-traffic public locations
A theatre ticket is often the first physical object a patron holds — the first tangible promise of the experience ahead. The PACOFS ticket design brings the brand into the event itself, bridging the identity from the street to the seat.
Theatre ticket design — brand identity carried into the event experience
The social media system was built to give PACOFS a consistent, professional presence across Instagram — from the profile header to individual posts and stories. Every format follows the same visual logic, so the brand stays coherent whether someone is scrolling the feed or watching a story.
Instagram profile header — brand identity applied to the social media cover format
Instagram grid — the brand identity system as a cohesive, scrollable feed
7-slide carousel and animated story format — built for consistent, on-brand daily publishing
"A cultural institution deserves
a visual identity as bold as its programme."
Portfolio Creative — PACOFS Brand Refresh, 2024
