Audience Rewards
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Audience Rewards *
PROJECT TYPE: Brand Design, Client Work
ROLE: Art Director, Designer
TEAM: Chris Hemingway, Shreen Bhansali
What does it take to make Broadway feel both timeless and timely?
Context:
Audience Rewards is Broadway's premier loyalty program that celebrates and rewards passionate theatergoers with exclusive access, special experiences, and meaningful benefits. The program connects people with the shows and artists they love, while fostering deeper engagement with the theatrical arts. However, their visual identity had become outdated and indistinguishable from competitors, failing to capture the premium experience they deliver.
The Challenge:
Modernize the brand identity to attract younger, Broadway-curious audiences while preserving the authenticity and appeal that resonates with longtime theater enthusiasts.
The Opportunity:
Harness Broadway's core values of storytelling excellence and transformative live performance to create a visual identity that bridges generational gaps, positioning Audience Rewards as both a contemporary gateway to theatrical discovery and a timeless celebration of theater’s enduring magic.
Grid layouts organize content seamlessly while framing stage photography to give users the intimate feeling of glimpsing Broadway's backstage magic.
