Chava Vietze is pronounced hah-vah veet-zuh.
Design Work
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Chava Vietze is pronounced hah-vah veet-zuh.
Design Work
Play
CV
More...
Bio
Statement on AI
Contact me
2026
What I Did: Research and Analysis, Concept Development, Creativity Strategy, Logo and Mark Design, Creative Direction, Design Systems, Color System Development
The Thinking:I conducted research and an evaluation of the Met Opera’s existing brand, business overview, revenue model, strategy, customer analysis, and key partnerships. Through my research I identified several strategic possibilities to re-invigorate the largest operating performing arts non-profit in the U.S. Some of which I was able to outline over the short timeline I was working with. I explored operating strategies, a rebrand that helped to communicate the historic brand, and worked on considered a variety of partnerships and business operating models.
The Output: The 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.
The rebrand’s goal was to:
- Break tradition but not forget history, instead layer history and tradition with contemporary, timeless design
- Clarify and modernize the vision
- Revive the artistry and engage new audiences
- Step into a new era—one of collaboration and opportunity; we are in a moment where there is a demand to see the human-touch in how things are made and produced which is an opportunity for the Met Opera
- Make it alluring, historic, exciting, creative; integrative of different media
- Illustrative, painterly, layered
In my research I found an incredible archive of Opera posters that were created by various artists. The Met Opera House houses a gallery and owns a number of Marc Chagall paintings. I wanted to revive and promote this relationship between the art and the opera as another way to invite new and existing patrons to visit Lincoln Center. One 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 in the gallery. To demonstrate this, I went through the archives and chose various shows works to use.
In developing a new logo, it needed to honor and celebrate the stunning architecture of the Met Opera House, it needed to work with a diverse range of works (contemporary, classic, and more), and it needed to communicate visually 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 is meant to honor this 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.)