BRANDING
THE ROUNDABOUT GALA

For over 10 years we invented a totally new look for each Roundabout Gala—visually inspired by the honoree, a specific thematic title, and/or the evening’s entertainment. This involved creating unique title treatments, color palettes, and illustrations every year. This method works fine when you can lock-in an honoree and entertainer 6 months in advance, but that’s not always possible. So, starting in 2023, we rolled out branding for “THE ROUNDABOUT GALA”.

Our approach involved just one evergreen element: a title treatment. Everything else changes annually to match the current year’s theme, venue, and/or honoree: the event year; a shape to hold the title; the color palette; the print invite size/format/folds; and the pattern/decoration we build into the assets. Now 2 years in, we’ve consistently delivered a fresh look for while streamlining the process to produce Roundabout’s biggest fundraising event of the year.

Roundabout is one of the leading cultural institutions in New York City and the largest nonprofit theater in America. With five stages on and off Broadway, Roundabout reaches over a million theatergoers, students, educators and artists across the country and around the world every year. 

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