The Beacon Theatre has been a fixture of Manhattan’s cultural scene for decades, and features breathtaking architecture and interiors. Yet, its brand presence has never fully reflected the theatre’s grandeur, leaving a gap between expectation and experience. My rebrand closes that gap, drawing from the theatre’s rich history and ornate interior to create an identity that feels both sophisticated and contemporary. With the goal to make each experience feel worth it to attendees, I pulled rich mauves, gold foil, and geometric Art Deco motifs. Based upon my audience research, I developed a full set of brand guidelines, which can be downloaded below.