CHANDRA PHENPIMON



Teatro Di Cestello


DURATION
10 weeks, Spring 2024

ADVISORSilvia Agozzino

PROJECT SCOPEBranding & IdentityThe identity of Teatro di Cestello is drawn from its name, cestello, meaning basket in Italian. As a small neighborhood theater, Teatro di Cestello embraces this rich history while fostering a sense of belonging within the local community. 

The new brand identity symbolizes the convergence of diverse voices and embodies the theater’s values of community and unity. I hope to enhance the theater’s presence in Florence with this new identity, especially since situated away from the city center and currently lacks widespread recognition. This effort aims to attract new audiences, increase appeal within the local cultural scene, and ultimately foster greater community engagement and support for the theater.

View the full process


FINAL IDENTITYThe reworked primary logo is a woven lettermark inspired by the theater's name, cestello. This symbol felt both literal and metaphorical, representing the theater and the community it unites. I choose to embrace the logo’s simplicity and used it as a versatile foundation across various materials. The color palette are inspired by the vibrant hues of the theater's interior. They reflect the theater’s physical environment and embodies its warm spirit.

REFLECTION
This semester-long project turned out to be one of the most valuable learning experiences I’ve had. I was incredibly stuck at the beginning. The theater didn’t have a strong visual identity, and its small, local nature made it hard to know where to start. How do you build something meaningful when there’s barely anything there? But as the project went on, I realized those same challenges were actually creative opportunities.

Once I stopped seeing the limitations and started paying attention to the theater’s quirks and charm, the ideas started to come naturally. I wanted to design a brand identity that felt like it belonged, not just to the theater, but to the community around it. 

In the end, I learned that creativity is not always about starting with a grand idea. It often starts with seeing potential in unexpected places. Sometimes it’s about noticing what’s already there and letting it guide you.

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