A unique historic landmark in Portland Oregon was in desperate need of a refresh. Under new management after several years of neglect, the ornate, single screen theater underwent extensive renovations, including repairing their iconic neon sign. With this rebrand, they sought to resolve the disconnect from the community with the theater by opening up their doors for local events such as holiday parties, youth programs, lbtq+ nights, local business events, etc. 
 

As part a member of the Bright Development team, I was in charge of the design for this project. The entire visual identity and website are based on the unique idea of Daytime and Nighttime modes, changing from Day mode to Night mode at 6pm Pacific, and switching back to Day mode the following morning. The colors convey a historical, luxurious feel as well as the bright red neon light of the marquee. I intentionally selected a more vintage inspired typography that would carry the feeling of the brand across multiple platforms. The website required extensive UX/UI planning to properly communicate the neon glow of the night. I also created a custom hero illustration that has both a nighttime and a day time rendering.

You can visit the live website here:

www.morelandtheatre.com