Rebranding | New Website Design
In the pursuit of a transformative rebranding with FOXPACF, a St. Louis non-profit affiliated with the renowned Fox Theatre, the mission was clear: to establish the St. Louis Teen Talent Competition (STLTTC) as a distinct brand with its own youthful and dynamic identity. The STLTTC, a platform under FOXPACF, serves as a celebration of young talent in the performing arts, and the goal was to infuse vibrancy into its image while preserving a sense of gravitas. This aimed to align seamlessly with FOXPACF's dedication to fostering performing arts among the youth. The result is a reimagined STLTTC, a vibrant testament to the fusion of youthful energy and enduring significance in the realm of performing arts.
The previous aesthetic of the St. Louis Teen Talent Competition, characterized by maroon and gold tones, had taken on a dated look that failed to capture the youthful energy of the event, resulting in an unengaging page on the FOXPACF site.
In my exploration of the stylescape for the St. Louis Teen Talent Competition rebrand, I looked into the contemporary rebrands of various performing arts establishments, including theaters and opera houses. The aim was to draw inspiration from the dynamic visual language employed by these entities, seeking a balance between modern aesthetics and the inherent vibrancy of youth. Analyzing their design choices allowed me to distill a visual essence that would resonate with the target audience while ensuring a unique and compelling identity for the STLTTC.
In the creation of the stylescape for the St. Louis Teen Talent Competition rebrand, I focused on infusing bold colors, impactful imagery, screenprinted textures, and dynamic geometric shapes. Drawing inspiration from the Fox Theatre's resplendent ceiling decoration, I carefully selected four distinct colors, each representing one of the four talent categories—vocalists, dancers, instrumentalists, and specialty acts. Presented as one of two stylescapes to the board, the resulting design not only captured the vivacity of the youth-oriented competition but also paid homage to the rich heritage of the Fox Theatre. The immediate resonance and approval solidified its selection as the compelling direction for the STLTTC rebrand.
In approaching the web design phase, my objectives were twofold: firstly, to provide an effortlessly navigable platform for teenagers to access essential information about the St. Louis Teen Talent Competition, including details about each round; and secondly, to imbue the participants with a sense of stardom, drawing inspiration from the selected stylescape. Taking cues from festival websites, I curated a design that prioritized clarity and accessibility for contestants. A key feature was the creation of a "What to Expect" page with a tabbed interface, offering a streamlined presentation of information for the different stages of the competition. This, combined with the exploration of indie record label artist pages, served as a muse for crafting personalized competitor pages, allowing each teen to feel like a star and providing them with shareable content for social media and college applications. The result was a bold website that immediately gained the approval of the board.
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