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Irving Plaza Rebranding


Design: Peggy Chen
Typography: Peggy Chen Branding Project

Brand Identity
Brand Strategy
Research
Social Strategy


Irving Plaza is a ballroom-style music venue located within the Union Square neighborhood of Manhattan in New York City. Along with many bands that have played in Irving Plaza, the venue is the premier location for rock, punk, and new wave music. Nowadays, it also serves as a stepping stone on the career paths of hundreds of artists every year.

Rebranding this historical venue, to make this place a must-go spot on your weekend in the city. We want to blend the original punk spirit of Irving Plaza with fresh, modern touches that highlight a diverse array of artists beyond the rock genre. Creating a dynamic and inclusive space that continues to celebrate its storied past while embracing the future of music.


Rebranding Concept
 The system draws inspiration from vintage posters of iconic rock and roll bands that have performed at Irving Plaza. It replicates the collage style, grainy texture, and bold aesthetic of those classic designs, incorporating elements of torn paper for added authenticity. The result is a system that feels both nostalgically rocky and refreshingly modern.








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