Opportunity
As Signature Theatre emerged from the pandemic with a new artistic director and its 35th anniversary season on the horizon, it faced a brand identity that no longer stood out in a crowded cultural scene. Yes& uncovered that Signature’s true magic wasn’t just in the performances—it was the unparalleled intimacy and customer care that defined the experience.
Solution
Yes& translated Signature’s unique experience into a bold brand platform. The new tagline “The best place to experience musicals in America. By any measure.” was supported by a vibrant identity system, custom letterforms, and a logo that visually connected audience and performer. Every design element reinforced the theatre’s intimacy, inclusivity, and artistic ambition.
