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*Non-underlined: to be updated
Location:
Long Wharf Theatre
70 Audubon St.
New Haven, CT 05610
Overview
Elm City Tickets, a full-service ticketing agency in Connecticut, commissioned a redesign of their digital and printed tickets for the 2024–2025 season. The updated tickets are used across multiple performing arts venues in Connecticut, including Long Wharf Theatre and New Haven Symphony Orchestra. The ticket design incorporates relevant logistical and legal information about the venue and its sponsors, and features the updated design language that Elm City Tickets has begun incorporating into their brand.
Visual Identity
The updated Elm City Tickets visual identity uses sans-serif typography and three accent colors: an orange, a dark blue, and a magenta. These colors appear both in backgrounds for the printed tickets, as well as in the Elm City Tickets logo.
Printed Ticket Design: Front
The front of the updated Elm City Tickets printed ticket design features the Elm City Tickets logo, the brand “Elm City Tickets” spelled out, and relevant contact information. In the ticket design, the logo is positioned in the top right corner, followed to the right by “Elm City Tickets” in sans-serif typography. At the bottom, in a smaller font, the phone number, website, and email for contacting the ticketing agency are listed. The design incorporates significant negative space between the logo/name and the contact information, contributing to a feeling of cleanliness and simplicity in the ticket. Moreover, the negative space allows room for potential additions in the future, making the ticket design more modular.
The back of the Elm City Tickets printed ticket design features a greeting, a legal information section, the logos of sponsors, a brief explanation of the ticketing agency, and a legal information section to the left, all set in white, sans-serif typography. The greeting “SEE YOU SOON” appears in large, bold, sans-serif typography with a brief note of thanks beneath. The logos of sponsors appear beneath the greeting, followed by a short description of Elm City Tickets. To economize on space while conserving legibility, the legal information about the ticket purchase runs vertically to the left of the ticket, providing clear distinction from the rest of the ticket and a cleaner, more space-optimized typographic layout.
Long Wharf Theatre commissioned the design of the following digital ticket to be sent to attendees making online reservations ahead of time. The digital ticket design includes information about Long Wharf Theatre’s upcoming performances, the sponsors of the performances, and a large blank space where information about the specific performance can be placed. The design features the Long Wharf Theatre visual identity, including their purple/white color scheme, their forward arrow, and their signature stretched letters in the Archivo font family. The digital ticket design we presented includes both white and purple versions to be used at the discretion of the ticket provider.
Challenges
Cohesiveness: Designing a cohesive ticket design to accompany all of Long Wharf Theatre’s and New Haven Symphony Orchestra’s productions, each of which is unique, presented a challenge. Designing the tickets in a simplistic, versatile format allows for modularity and customization to fit the needs of each production.
Space planning: Including so much information on the back of the ticket while maintaining a sense of balance and order proved difficult. Our solution was to rotate the legal text to run vertically rather than horizontally, creating two distinct sections while optimizing on available space.