Chava Vietze is pronounced hah-vah veet-zuh.

View My Work

Design
Strategy
Play

More

Bio
CV
Statement on AI

I have worked as a strategic partner in several of my roles, both as an internal partner to my organizations developing operations, processes, and teams and an external partner to my clients that span industries, countries, and size of organization.

Prior to attending Pratt Institute I’ve worked at the intersection of customer experience, product development, business development, and engineering. My work evolved during my second Masters at Pratt Institute. Some of those projects are shared below.

The Metropolitan Opera Rebrand
2026

Skills: Research and Analysis, Concept Development, Creativity Strategy, Logo and Mark Design, Creative Direction, Design Systems, Color System Development

I conducted 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-invigraote the largest operating performing arts non-profit in the U.S.

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 exiting and new customers and lovers of opera.

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

Some of my process of logo development is documented below.

This project was developed under the mentorship of Anton Ginzburg.

Logo Sketching Development

Chosen Direction

Primary New Logo

Secondary New Logo

New Icon

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.