Foundation for the Performing Arts Center.San Luis Obispo, CA


Brand refresh, visual identity & website design

The opportunity: The Performing Arts Center San Luis Obispo is a world-class venue in the Central Coast (California), showcasing events for over 25 years. With the new state-of-art sound system, lighting, and seating, the PAC has not only exceeded in providing unique experiences in theater, music, dance, and educational forums but has become a hub of the county’s community. With a partnership with the city of San Luis Obispo and California Polytechnic State University, The Foundation for the PAC has a mission to keep the center working in a pristine condition and accessible to the people of San Luis Obispo county.

The approach: Explore the Foundation’s brand refresh in web, visual identity, and print design with a visual story-telling approach about the organization’s mission within the community, making a case for the importance of donations from businesses and community members, keeping the PAC’s doors accessible to all county residents.

The execution: On the brand identity side of the project, we simplified the logo (shape and aspect ratio), creating two versions, one for the PAC one for the Foundation. We made sure to remove the previous elements and colors overlap of the original version, making the updated logo is applicable in one color only if needed. The UX focused on educating the users (from community members to corporations) about the foundation’s work, highlighting community impact stats, and providing a clear pathway to member registration and donations.

Brand refresh, visual identity & website design


Brand refresh & website design

The opportunity: The Performing Arts Center San Luis Obispo is a world-class venue in the Central Coast (California), showcasing events for over 25 years. With the new state-of-art sound system, lighting, and seating, the PAC has not only exceeded in providing unique experiences in theater, music, dance, and educational forums but has become a hub of the county’s community. With a partnership with the city of San Luis Obispo and California Polytechnic State University, The Foundation for the PAC has a mission to keep the center working in a pristine condition and accessible to the people of San Luis Obispo county.

The approach: Explore the Foundation’s brand refresh in web, visual identity, and print design with a visual story-telling approach about the organization’s mission within the community, making a case for the importance of donations from businesses and community members, keeping the PAC’s doors accessible to all county residents.

The execution: On the brand identity side of the project, we simplified the logo (shape and aspect ratio), creating two versions, one for the PAC one for the Foundation. We made sure to remove the previous elements and colors overlap of the original version, making the updated logo is applicable in one color only if needed. The UX focused on educating the users (from community members to corporations) about the foundation’s work, highlighting community impact stats, and providing a clear pathway to member registration and donations.

The original logo featured a hand-drawn stroke form, giving a sense of motion in a wave shape that, in my opinion, still held relevancy to its concept. We provided aspect-ratio and typography adjustments in the visual execution, ensuring the logo is legible and consistent from print to digital media.