The Burlington Performing Arts Centre

The Burlington Performing Arts Centre

Branding, visual identity, digital screens, marketing/sales materials, and responsive web design from the ground up.

The Burlington Performing Arts Centre, (BPAC) is a world-class theatre and cultural hub located in downtown Burlington.

As Creative Lead at BPAC, my mission was to bring all design work in-house and revitalize/reassemble the disconnected design work that was done out-of-house for the 7+ years preceding me.

What once was lost is now found...

I brought back the use of BPAC’s original colour scheme (seen on the logo), and reinstated the original architectural typeface found throughout the building.

I also completely redesigned and rebuilt BPAC’s website to make it more attractive and user-friendly for BPAC’s hundreds of thousands of annual patrons.


Client

The Burlington Performing Arts Centre

Role

Design & Development

Timeframe

2018–2022

Principles

Alignment, Balance, Colour theory, Contrast, Emphasis, Grids, Hierarchy, Negative space, Page layout, Pattern, Proximity, Repetition, Rhythm, Rule of thirds, Typography, White space

Skills

Brand development, Digital design, Digital signage, Email design, Logo design, Print design, Signage, UI+UX design, Wayfinding, Web design


The Challenge

Over a decade, BPAC’s branding became scattered and disjointed. The architects of the building had left some suggestions to move forward with, but adherance to this was lost over the years. Management and staff turnover, lack of historical knowledge, design outsourcing, and unqualified staff creating materials with Microsoft Word and Powerpoint resulted in a lost brand.

The Approach

1) Research

The architects of the facility used elements of the logo (also designed by the architects) throughout the building. Specifically, a wavy line cut-out seen at the bottom of the blue shape in the emblem. This wavy line can be seen etched on to interior glass panels, as well as on all signage and wayfinding. There is also a common typeface used both in the logo lockup and the building’s original signage and wayfinding: DIN.

2) Define

With the patron’s perspective top-of-mind, I began to reign in BPAC’s disjointed design. A comprehensive review of all previous work showed me I needed to develop branding and identity guidelines from the ground up. This structured visual identity would be the foundation of how patrons and the general public perceive and recognize BPAC moving forward.

3) Ideate

I brought back the original typeface into all design pieces, as well as the original colours seen in the logo. I also began to experiment with BPAC’s emblem; building on the original use of its wavy line. Along with the wave, I took the remaining shapes and negative space and broke them out into separate elements. The shapes evoked energy... spotlight and soundwave shapes. Arranged throughout each composition, be it web or print, the shapes added a much-needed vibrancy and connection to BPAC’s history and purpose.

4) Implement

Using the original typeface, colours and new design elements, I was able to move forward with a design plan to give BPAC a successful, cohesive and exciting brand identity. For print projects, I used tints of the original four colours as a base on which to overlay the new shapes. The shapes utilized the four original colours but were organized into complimenting pairs. Imagery was masked, desaturated and adjusted for contrast.

BPAC design elements by Cameron Stevens

BPAC colour treatment by Cameron Stevens

Burlington Performing Arts Centre poster design by Cam Stevens

Burlington Performing Arts Centre poster design by Cam Stevens

Burlington Performing Arts Centre poster design by Cam Stevens

Burlington Performing Arts Centre poster design by Cam Stevens

BPAC marketing materials design by Cam Stevens

BPAC marketing materials design by Cam Stevens

BPAC brochure cover close up

BPAC brochure close up

BPAC brochure close up

BPAC membership banner design by Cam Stevens

BPAC jazz festival banner design by Cam Stevens

BPAC sponsorship banner design by Cam Stevens

BPAC exterior poster designs by Cam Stevens


Site Redesign

I brought the design and management of BPAC’s website in-house, which drastically reduced cost and improved the user experience.

Based on user feedback, I redesigned and built the new BPAC website with a user-first mentality. I consolidated and reorganized the navigation, making it more intuitive, ensured proper headings and page structure, and did a complete SEO run-through, resulting in increased traffic and a much better user experience.

Visit Burlingtonpac.ca

BPAC web design by Cam Stevens

Burlington Performing Arts Centre site design by Cam Stevens

Burlington Performing Arts Centre site design by Cam Stevens

Burlington Performing Arts Centre site design by Cam Stevens

Burlington Performing Arts Centre site design by Cam Stevens

BPAC website by Cam Stevens


Video and Digital Lobby Screens

Another cost-reduction goal of mine was to bring video editing and video production in-house, so I learned to use Adobe Premiere Pro to create videos used for marketing and educational purposes.

Around this time, I also started to learn Figma and began to prototype some screen templates for the many digital screens seen throughout the facility. Examples below:


Typography

I brought back the typeface used on the original logo and signage/wayfinding found throughout the facility.

BPAC typography by Cam Stevens

BPAC typography by Cam Stevens