As one of the largest performing arts centers in the U.S., the Adrienne Arsht Center is a cultural pillar in Miami. However, after 16 years with a fragmented brand identity, it needed a refreshed, cohesive system to match its world-class status and engage a diverse audience.
Our mission was to develop a flexible, future-proof brand identity that embodies inclusivity, creativity, and excellence while celebrating Miami’s vibrant culture. Key objectives included:
Unifying the brand across all touchpoints—digital, print, and physical spaces.
Elevating the Arsht positioning as a premier arts destination to attract audiences and donors.
Enhancing accessibility to ensure resonance with all audience segments, from Broadway enthusiasts to community event attendees.
By modernizing the existing logo, creating a versatile design system, and developing comprehensive brand guidelines, we transformed the Adrienne Arsht Center identity into a visually cohesive, future-ready representation of its role as both a community cornerstone and a globally recognized arts leader.
Our rebranding journey started with an in-depth discovery process, engaging leadership, artists, and audiences to uncover the essence of the Arsht identity. This insight shaped a strategic design approach anchored in three core pillars:
1. Unification: A Cohesive Visual System
We modernized the logo while preserving its architectural inspiration, ensuring brand recognition and heritage remained intact. A new, adaptable visual identity streamlined previously inconsistent elements, creating a seamless experience across marketing materials, signage, digital assets, and merchandise.
2. Accessibility: A Brand for All
Recognizing the Arsht broad audience, we implemented bold, vibrant colors and clear typography to make materials engaging and approachable. The design system was crafted to resonate across diverse demographics, from Broadway patrons to families attending free community events.
3. Future-Readiness: A Scalable, Lasting Identity
To maintain long-term brand consistency, we developed comprehensive brand guidelines, equipping the Adrienne Arsht Center internal teams with tools for seamless execution. The guidelines covered logo usage, color palettes, typography, and best practices for digital and print applications.
Deliverables included:
A refreshed logo, balancing heritage and modernity.
A versatile visual system with adaptable templates for digital, print, and environmental branding.
A comprehensive brand book, ensuring consistent execution across all materials.
Custom branding for signature programs, enhancing audience engagement across events.
Since launching in fall 2024, the Adrienne Arsht Center rebrand has already delivered measurable impact in a short time. It unified the Center’s branding into a cohesive, future-focused system, strengthening its role as a cultural hub for Miami’s diverse audiences.
Digital engagement surged, with a 50% increase in monthly web traffic and a 38% jump in average monthly ticket buyers, broadening audience reach. Social media engagement also grew by over 2%, and the Center gained 200 new Facebook followers and 4,368 Instagram followers, reinforcing its digital presence.
The rebrand revitalized donor relationships, clearly articulating the Center’s cultural and economic impact. Legacy donors strengthened their support, and new partnerships emerged beyond the traditional arts sector. Internally, comprehensive brand guidelines empowered staff to apply the identity consistently across all channels.
Externally, the refined brand elevated the Center’s status as a world-class institution. High-profile partnerships and increased visibility boosted community engagement, reinforcing its significance in Miami’s cultural landscape. The rebrand also contributed to a 41% increase in venue rentals, demonstrating the Center’s versatility and appeal.
By establishing a sustainable foundation, the rebrand equips the Arsht Center to navigate a dynamic cultural landscape while affirming its role as a beacon of creativity, inclusivity, and artistic excellence.
