case study

Comedy Venue Brand Audience Definition + Experience Design

CULTURAL POSITIONING

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Brand Strategy

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EXPERIENCE DESIGN

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AUDIENCE DEFINITION

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CULTURAL POSITIONING • Brand Strategy • EXPERIENCE DESIGN • AUDIENCE DEFINITION •

  • This is a conceptual brand and experience system for an independent comedy venue, Ludifico Theatre, designed to deepen community engagement and unify programming under a cohesive identity.

    Inspired by live performance spaces like The Elysian Theatre and Upright Citizens Brigade.

  • Independent performance venues often rely on strong programming but lack a cohesive brand experience that clearly communicates:

    • what kind of experience the audience is entering

    • why the space is culturally distinct

    • how to build lasting community beyond individual events and classes

    As a result, branding and voice feel inconsistent. Even when the programming is strong, the marketing is not attracting audiences.

  • Create a unified brand and experience system that transforms the venue from a “place that hosts shows and classes” into a cultural hub and community space.

  • Programming is the brand, but it’s not being framed that way. Individual shows exist in isolation instead of a cohesive visual and conceptual ecosystem.

    Audience clarity creates emotional loyalty. People return when they emotionally and intuitively understand what kind of experience they’re signing up for.

    Community is the missing product layer. The experience doesn’t end when the show ends, it extends into belonging, learning, and connecting. They offer classes and merch, but there are opportunities to create lasting connection and returning audience members with the potential to evolve into performers.

experience design system

  • Defined audience segments such as:

    • alt-comedy explorers

    • community-driven regulars

    • curious creatives seeking to learn the craft of stage performance and comedy

  • Created strategy around program promotion:

    • themed nights and recurring formats

    • clearer emotional “promises” per show

    • curated tonal consistency across programming

    • flexible identity system that adapts per event type

    • playful, witty, sometimes wry tone of voice

    • design that feels like an extension of the live experience

    • post-show interaction opportunities like Q+A’s and meet-and-greets

    • recurring creative/community events

    • membership-style belonging experiences with inclusive, sliding scale pricing for those that need it.

PARTICipation ecosystem

Designed to extend engagement beyond shows and classes by offering multiple entry points into the creative community.

Skill-Based Learning Pathways

Structured creative development offerings such as:

  • improv and acting classes

  • comedy writing workshops

  • performance labs and drop-in sessions

  • creator intensives led by featured performers

Purpose: turn audience members into practitioners inside the culture

Artist-to-Audience Exchange Programs

Bridges between performers and community:

  • “open rehearsal” nights

  • artist-led workshops

  • storytelling or process-sharing sessions

  • collaborative experimental performances

Purpose: dissolve separation between stage and audience

Creative Membership Layer

Ongoing participation model for repeat engagement:

  • member access to select shows or previews

  • behind-the-scenes creative sessions

  • community salons or feedback nights

  • priority access to workshops and events

Purpose: create belonging and continuity

Creation + Showcase Pipeline

A structured way for community members to become part of the stage ecosystem:

  • curated open mic systems with developmental feedback

  • showcase nights for workshop participants

  • seasonal performance “labs” culminating in live events

Purpose: create a progression from participant to performer

brand voice

Through curating the audience's emotional experience, we developed an expressive, flexible identity system with bold yet minimal and scalable poster design. A playful typographic variation that has a handmade zine aesthetic.

Visual direction

Culturally aware and playful, slightly irreverent tone, like an insider, but not a gatekeeper.

Example:
“We know it's hard to make friends as an adult, so join us at Is This Gonna Be a Long Story?, Wednesdays at 7pm as we nerd out with your favorite comedians and performers, followed by an improv jam based on guest stories. Audience strongly encouraged to get on stage!”

Tone + EXPRESSION

conceptual outcomes

This system transforms the venue into:

A recognizable cultural identity

A community-driven creative hub

A repeatable audience experience

A stronger platform for artists and performers

REFLECTIONS

My approach to creative direction focuses on:

  • aligning audience with the intended experience

  • turning programming into brand strategy

  • curating experiences that extend beyond the stage

  • building community organically with programs that connect with and inspire the audience to be an active participant

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