Lavalais, Shirleen
Beijing Performing Arts Center (BPAC) is a recently opened space for contemporary performing arts. Rooted in tradition but energized by modernity, The Center is a gathering space that blend the rich heritage of classical performances with avant-garde styles and cutting-edge technology, crafting an experience that speaks to the next generation.
When I visited the center two years ago, I found its brand identity to be conventional and outdated, missing an opportunity to engage a wider audience. With multiple theaters and diverse programs, the center also lacks a clear communication structure that helps audiences easily navigate performances and spaces.
Design a new identity to revitalize the center’s cultural presence and attract a broader demographic, especially the next generation.
The new logo features a curved form carved from a circle that connects a square and a circle, visually expressing BPAC’s mission to merge traditional and modern art through advanced technology.
The center has five theaters, so I extracted the forms of each theater’s architecture and transformed them into a set of symmetrical graphic elements. These elements help create spatial awareness of the complex and assist audiences in navigating between the theaters.
Two poster series were created: one for general promotion and one for each theater. Black-and-white photography combined with graphic elements and gradients creates a brand that is both energetic and solemn, maintaining visual cohesion.
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The brochure transforms graphic elements into image masks that reveal the performance image while also functioning as a navigation guide for visitors.
Digital applications are designed to increase online presence of the center, using interactive elements to increase engagement.
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