March 16, 2020: Day 1 of my new job.
March 18, 2020: You probably remember.

When the pandemic hit, all live entertainment and performing arts spaces closed down, including Dr. Phillips Center. As the months went on, it became crucial to find a way to keep doors open, while also maintaining public health and safety.

Utilizing Seneff Plaza—our outdoor green space—we developed an open-air entertainment venue featuring hundreds of “boxes” that housed tables and chairs, offering food & drink delivery options. Called “Frontyard” as a nod to Dr. Phillip Phillips, who—along with his wife Della—would entertain family & friends on their front porch.

Under the guidance of our Creative Director, our (wonderful, hilarious) creative team of four developed a brand system that tied into our identity at Dr. Phillips Center. Working alongside environmental designers, we created a look that mimicked a modern, home-like space.

Pulling the center’s orange & red brand colors, our team created a logo, environmental signage and displays, in addition to flyers, ads, social media, digital banners and merchandise. Additionally, restaurant and sponsor signage were developed with a chalkboard design to complement the space.

With food & beverage delivery options available, I also staged and photographed in-house offerings for brunch performances.

why it worked

We were able to keep our doors open and bring live music and entertainment during a very uncertain time.

what we learned

How to do a lot with very few of us on a team—as well as an organization.
How to develop something big in a very short amount of time.
How to work as effectively as possible—making sure pieces were easily templated to be able to produce high volume of printed deliverables.
That a white digital screen can feel blinding on a dark night (oops).