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2026
What I Did Research and Analysis, Concept Development, Creativity Strategy, Logo and Mark Design, Creative Direction, Design Systems, Color System Development
Researcher, Strategist, Designer
The PurposeThe Met Opera is an iconic building that holds a tremendous abundance of NYC culture and history. But the organization has been struggling for several years. Its last transformation was in 2006 (by Pentagram) and has been in need of a new transformation, to pull it forward into 2026, 20 years later. I explored creating a speculative rebrand strategy over several weeks.
The ThinkingI conducted research and an evaluation of the Met Opera’s existing brand, business overview, revenue model, strategy, customer analysis, and key partnerships. I identified several strategic possibilities to re-invigorate the largest operating performing arts non-profit in the U.S. I explored operating strategies, a rebrand that helped to communicate the historic brand, and considered a variety of partnerships and business operating models.
The OutputThe creative strategy included the following: a rebrand to help uplift the artistry of the entire production and to keep up pace with its industry, identified opportunities to diversify their revenue since the organization has been seeking outside funding to sustain its endowment and guarantee its future as a New York City institution, and to develop and grow existing and new customers and lovers of opera. Snapshots of the strategy research and outlined possibilities below the creative. Some of the process work as a part of developing a new wordmark and logomark is also documented.
I found an incredible archive of Opera posters created by artists. The Met Opera houses a gallery and owns Marc Chagall paintings. I wanted to revive and promote this relationship between the art and the opera as a way to invite new and existing patrons to visit. A strategy I outlined was to partner with local artists to develop posters and materials for each new Opera and to run shows displaying various local artists work. To demonstrate this, I chose various archived shows’ works to use.
In developing a new logo, it needed to honor and celebrate the stunning architecture of the Met Opera House, needed to work with a diverse range of works (contemporary, classic, etc.), and needed to communicate a timelessness of the Met Opera. This work is documented below.
This project was developed under the mentorship of Anton Ginzburg.
The new logo is inspired by the incredible talent of opera singers and how they must project their voices. The O honors the dedication to craft. The typeface is adapted from Typotheque’s Irma. Its shape modern, and has both elegance and surprise in its elements.
The icon was inspired by the iconic building at Lincoln Center, with its incredible arches and geometric windows. It is recognizable and layers history. (View the logo designed in 2026 by Pentagram here to get an idea of a before/after.)