New York
City Center

Dedicated to making the arts accessible to the broadest possible audience, New York City Center seeks to create a welcoming environment and engage audiences with inspiring programming that reflects the eclecticism, energy and spirit of New York City for over 75 years.

Clara worked with City Center from 2016-2019, helping them to evolve their visual identity. Previously, the NYCC ID had been unnecessarily busy, with multiple typefaces, chaotic circular graphics, and a logo that was hard to use. It also wasn’t clear where the performances were happening, as the NYCC ID was often lost in all the visual clutter.

Working in collaboration with their marketing team, the entire identity was streamlined. Using facets of the theater's architecture combined with a gold palette and single typeface, the refreshed ID feels iconic and cohesive, and gives NYCC a stronger voice in the market.