When I started at Playbill, the branding mostly centered around the logo or collages of Playbills with show art. I aimed to develop a design that was more sleek and modern—one that would be versatile enough to work across multiple seasons.
I decided to make the logo the focal point of the collage, opting for a cleaner, more minimalist approach with simplified colors. This formed the foundation of my design.
I started incorporating the new design into our social media presence, beginning with the Facebook cover graphic. Below are the before and after images.
Following the initial launch, I gradually integrated the new design into our social media branding. It proved most effective on the Instagram grid and in Stories, resulting in a 37% increase in engagement.
