The eastern
The Eastern is a premier concert venue known for its cutting-edge sound system, vibrant atmosphere, and diverse lineup of performances. While it already attracts a loyal local following and touring acts, the current brand identity lacks cohesion and does not fully reflect the venue’s energy, cultural relevance, or potential as a cornerstone of the regional music scene.
Rebranding The Eastern presents an exciting opportunity to unify its visual and digital presence, strengthen its emotional connection with audiences, and elevate its reputation within the competitive entertainment market—while also ensuring it is accessible to all. My goal is to create a brand that captures the venue’s dynamic spirit, broadens its reach, and prioritizes an inclusive, engaging experience for every visitor.
instructional Design
It is your first time at the Eastern! Please check out this instructional design resource before you attend.
Target Audience:
First-time concertgoers or guests at The Eastern Concert Venue
Purpose:
Help guests feel comfortable and prepared by walking them through venue policies, accessibility, arrival, amenities, and what makes the experience special.
The New brand
The new Eastern brand will reflect the venue’s bold energy, artistic diversity, and deep roots in the local music scene. With a refreshed visual identity, accessible digital experience, and cohesive storytelling across platforms, the brand will celebrate community, creativity, and connection. Modern, inclusive, and immersive, the rebrand will position The Eastern as not just a venue, but a cultural landmark—welcoming to all and unforgettable to experience.
design decisions
the previous brand
Why Rebrand the Eastern?
The current digital presence does not meet WCAG accessibility standards, limiting access for users with disabilities and undermining the inclusivity that should be core to the venue’s mission.
For example, I chose to rebrand the Eastern Concert Venue because its original logo colors were not accessible to colorblind users, making it difficult for a significant portion of the audience to engage with the brand.
In an effort to promote inclusivity and ensure that everyone can enjoy and recognize the venue’s identity, the rebrand focuses on using high-contrast, universally distinguishable colors.
This update not only enhances visual clarity for those with color vision deficiencies but also strengthens the venue’s overall visibility and commitment to accessibility, aligning with modern design standards and audience expectations.
Background Color
HEX: A2712F
Foreground Color
HEX: 3B3D3C
