The Public Theater 
+ Joe’s Pub & Shakespeare in the Park  

2022–2023


Under the creative direction of Paula Scher for the 2022 season, dynamic and systematic designs were developed to embody The Public Theater's iconic brand and its commitment to community-driven storytelling. As part of the in-house design team, the work focused on crafting and implementing visual systems that uphold the theater’s legacy as a cultural icon. These designs amplified the theater’s bold and dynamic identity while resonating deeply with its mission to celebrate the power of stories, art, and theater, to inspire and connect.

At The Public Theater, design played a crucial role in unifying its diverse programming while maintaining the unique identity of each of its three sub-brands. The primary Public Theater on Lafayette Street anchors the institution with bold, typographically-driven visuals that reflect its reputation as a cultural hub for groundbreaking theater. 
Joe's Pub, one of The Public’s six performance spaces, brings a dynamic energy with performances spanning cabaret, modern dance, and world music. Its identity required a vibrant and flexible design approach that matched the eclectic and intimate atmosphere of the venue. 
Shakespeare in the Park, staged at the Delacorte Theater in Central Park, carries a timeless and inclusive ethos, with free productions that celebrate accessibility and community. Each sub-brand needed to be visually distinguishable, reflecting its distinct audience and programming, while cohesively fitting into The Public Theater's overarching visual system. This balance of individuality and unity was achieved through a dynamic design strategy that honored the unique character of each space while reinforcing the institution’s iconic brand.The work extended across a wide variety of mediums, from digital campaigns and print materials to large-scale installations and wayfinding systems. Each season, a cohesive visual language was created using bold typography, iconic imagery, and a vibrant color palette, with individual icons and colors tailored to represent the unique identity of each production. This dynamic approach allowed the designs to resonate with audiences while maintaining a unified brand identity across The Public’s diverse programming. From marketing assets for Joe’s Pub and Shakespeare in the Park to promotional materials for the mainstage productions, the work spanned digital platforms, social media, email marketing, and web graphics, as well as print pieces, environmental graphics, and large-scale signage. Working alongside the Art Director and the in-house Brand Studio, the process involved taking projects from conceptualization to execution, delivering engaging and impactful visuals that upheld The Public Theater’s reputation as a cultural leader.