Foundation For The Performing Arts Center - San Luis Obispo, CA


Brand Refresh & Website Design

The Performing Arts Center San Luis Obispo is world-class venue, showcasing sweeping musicals and cutting-edge events for over 25 years. Recently updated with a state-of-art sound system, lighting and seating, the PAC has not only harnessed the transformative power of performance, but has also become the hub of the community.

As part of the effort to keep the PAC SLO running at such high standards, the Foundation for the PAC SLO was created and its mission is to spread the word about the importance of donations from business to community members, and how tha PAC keeps its doors accessible the county residents.

I was honored to have been selected to lead the new design efforts that included a brand refresh and a website, with the most important objective to tell the story of impact on the Foundation.

The original logo showcased a free stroke form, giving it movement that symbolizes the performing arts, as well as the San Luis Obispo region, that is nested on the hills a few miles from the California coast. The form, in my opinion, is still relevant, and just needed some adjustments. The colors and elements would work better not overlapping, and the aspect ratio was not that long on its width, making it difficult for some applications, specifically on the web. The typography was also updated.

The Foundation provides and promotes an extraordinary and accessible center for the performing arts that elevates the arts, in collaboration with its partners, California Polytechnic State University and the City of San Luis Obispo.