Dexter Center for the Arts
Bridging traditional and contemporary culture in the performing arts
Bridging traditional and contemporary culture in the performing arts
Dexter Center for the Arts
Bridging traditional and contemporary culture in the performing arts
Dexter Center for the Arts
Introduction //
Dexter Center for the Arts (DCA) is a brand identity design for a performing arts center that pays homage to the history of the arts while uplifting young and emerging creatives.
Located in Seattle, Washington, DCA is a community-oriented space offering a diverse offering of performances across both established shows and emerging creatives. The performing arts have often been perceived as an exclusive environment, whether due to cost, availability, or other barriers. DCA aims to shift that perception by creating an experience that is open, accessible, and engaging for the greater community. This project was created and produced specifically for inDex, the Cal Poly SLO 2026 Graphic Design BFA Show. Its display and existence within a gallery environment was a primary consideration through the conceptual and development process.
Project
Branding & Identity Design
Software
Adobe Illustrator, Photoshop, InDesign
Timeline
8 weeks
Team
Jolina Chen
Role
Branding & Identity Design, Photo Editing, Layout Design
Introduction //
Dexter Center for the Arts (DCA) is a brand identity design for a performing arts center that pays homage to the history of the arts while uplifting young and emerging creatives.
Located in Seattle, Washington, DCA is a community-oriented space offering a diverse offering of performances across both established shows and emerging creatives. The performing arts have often been perceived as an exclusive environment, whether due to cost, availability, or other barriers. DCA aims to shift that perception by creating an experience that is open, accessible, and engaging for the greater community. This project was created and produced specifically for inDex, the Cal Poly SLO 2026 Graphic Design BFA Show. Its display and existence within a gallery environment was a primary consideration through the conceptual and development process.
Project
Branding & Identity Design
Software
Adobe Illustrator, Photoshop, InDesign
Timeline
8 weeks
Team
Jolina Chen
Role
Branding & Identity Design, Photo Editing, Layout Design
Introduction //
Dexter Center for the Arts (DCA) is a brand identity design for a performing arts center that pays homage to the history of the arts while uplifting young and emerging creatives.
Located in Seattle, Washington, DCA is a community-oriented space offering a diverse offering of performances across both established shows and emerging creatives. The performing arts have often been perceived as an exclusive environment, whether due to cost, availability, or other barriers. DCA aims to shift that perception by creating an experience that is open, accessible, and engaging for the greater community. This project was created and produced specifically for inDex, the Cal Poly SLO 2026 Graphic Design BFA Show. Its display and existence within a gallery environment was a primary consideration through the conceptual and development process.
Project
Branding & Identity Design
Software
Adobe Illustrator, Photoshop, InDesign
Timeline
8 weeks
Team
Jolina Chen
Role
Branding & Identity Design, Photo Editing, Layout Design
Project Objectives
01.
Develop the concept for the center while prioritizing inclusivity within the performing arts
02.
Create an identity that showcases the history of the arts while remaining relevant and current
03.
Build a cohesive system of supporting materials that demonstrate how the identity can be expanded
04.
Design with exhibition in mind, considering how viewers will experience the work
Project Objectives
01.
Develop the concept for the center while prioritizing inclusivity within the performing arts
02.
Create an identity that showcases the history of the arts while remaining relevant and current
03.
Build a cohesive system of supporting materials that demonstrate how the identity can be expanded
04.
Design with exhibition in mind, considering how viewers will experience the work
Project Objectives
01.
Develop the concept for the center while prioritizing inclusivity within the performing arts
02.
Create an identity that showcases the history of the arts while remaining relevant and current
03.
Build a cohesive system of supporting materials that demonstrate how the identity can be expanded
04.
Design with exhibition in mind, considering how viewers will experience the work
DCA Philosophy //
The conceptual foundation of DCA is centered around its slogan, “Listen, Perform, Inspire.”
At the heart of DCA’s mission is to bring people together through performing arts, both by encouraging new audiences to engage and by inviting new artists to find their home on DCA’s two stages. This focus on shared experience informed the development of the visual language and overall design system. Photography played a key role in reinforcing this approach. Each of the photos were chosen to highlight either the space, the people, or the performances. This consistent visual approach allowed later deliverables to maintain clear focal points across the identity system.
DCA Philosophy //
The conceptual foundation of DCA is centered around its slogan, “Listen, Perform, Inspire.”
At the heart of DCA’s mission is to bring people together through performing arts, both by encouraging new audiences to engage and by inviting new artists to find their home on DCA’s two stages. This focus on shared experience informed the development of the visual language and overall design system. Photography played a key role in reinforcing this approach. Each of the photos were chosen to highlight either the space, the people, or the performances. This consistent visual approach allowed later deliverables to maintain clear focal points across the identity system.
DCA Philosophy //
The conceptual foundation of DCA is centered around its slogan, “Listen, Perform, Inspire.”
At the heart of DCA’s mission is to bring people together through performing arts, both by encouraging new audiences to engage and by inviting new artists to find their home on DCA’s two stages. This focus on shared experience informed the development of the visual language and overall design system. Photography played a key role in reinforcing this approach. Each of the photos were chosen to highlight either the space, the people, or the performances. This consistent visual approach allowed later deliverables to maintain clear focal points across the identity system.
Final Deliverables
Final Deliverables
Final Deliverables
Banner
Exploring how large-scale advertisement can draw audiences, and expanding our logo symbol into a unique a visual identifier.
Banner
Exploring how large-scale advertisement can draw audiences, and expanding our logo symbol into a unique a visual identifier.
Banner
Exploring how large-scale advertisement can draw audiences, and expanding our logo symbol into a unique a visual identifier.
Show Posters
Creating a single, branded system for promoting DCA shows, and bringing in additional visual elements that highlight focal points within the photography. This consistency allows posters to be displayed out- or in-house while maintaining brand standards.
Show Posters
Creating a single, branded system for promoting DCA shows, and bringing in additional visual elements that highlight focal points within the photography. This consistency allows posters to be displayed out- or in-house while maintaining brand standards.
Show Posters
Creating a single, branded system for promoting DCA shows, and bringing in additional visual elements that highlight focal points within the photography. This consistency allows posters to be displayed out- or in-house while maintaining brand standards.
Brochure & Program
Looking at how brochures are often quickly discarded, this design was meant to break free of the traditional brochure structure with the hope of creating a piece that was more memorable. With its unique design, the goal is that it becomes keepsake, adjacent to a collectible playbill.
Brochure & Program
Looking at how brochures are often quickly discarded, this design was meant to break free of the traditional brochure structure with the hope of creating a piece that was more memorable. With its unique design, the goal is that it becomes keepsake, adjacent to a collectible playbill.
Brochure & Program
Looking at how brochures are often quickly discarded, this design was meant to break free of the traditional brochure structure with the hope of creating a piece that was more memorable. With its unique design, the goal is that it becomes keepsake, adjacent to a collectible playbill.
POSTCARDS
Further expansion of the logo as a visual symbol, this time exploring how it can interact with photography. These postcards create a visual reinforcement at how closely DCA is intertwined with the performers and the community.
POSTCARDS
Further expansion of the logo as a visual symbol, this time exploring how it can interact with photography. These postcards create a visual reinforcement at how closely DCA is intertwined with the performers and the community.
POSTCARDS
Further expansion of the logo as a visual symbol, this time exploring how it can interact with photography. These postcards create a visual reinforcement at how closely DCA is intertwined with the performers and the community.
Tickets.
Business Cards.
Tickets.
Business Cards.
Tickets.
Business Cards.
Reflection //
The branding and identity design for this theater was not only an homage to performing arts, but also to our time with Cal Poly’s Graphic Design program.
Named “Dexter” after the art building where we had classes for all four years, the project is filled with sentimental pieces of our college experience. Within the gallery, the project’s 8x8 foot display created an immersive experience that encouraged gallery attendees to physically interact. All deliverables were printed and displayed, including stickers and business cards that could be taken home and shared.
Reflection //
The branding and identity design for this theater was not only an homage to performing arts, but also to our time with Cal Poly’s Graphic Design program.
Named “Dexter” after the art building where we had classes for all four years, the project is filled with sentimental pieces of our college experience. Within the gallery, the project’s 8x8 foot display created an immersive experience that encouraged gallery attendees to physically interact. All deliverables were printed and displayed, including stickers and business cards that could be taken home and shared.
Reflection //
The branding and identity design for this theater was not only an homage to performing arts, but also to our time with Cal Poly’s Graphic Design program.
Named “Dexter” after the art building where we had classes for all four years, the project is filled with sentimental pieces of our college experience. Within the gallery, the project’s 8x8 foot display created an immersive experience that encouraged gallery attendees to physically interact. All deliverables were printed and displayed, including stickers and business cards that could be taken home and shared.
Designing experiences that challenge and excite.
Feel free to reach out or keep exploring!
© 2026 Valerie Legates // Updated June 2026
Designing experiences that challenge and excite. Feel free to reach out or keep exploring!
© 2026 Valerie Legates // Updated June 2026
Designing experiences that challenge and excite. Feel free to reach out or keep exploring!
© 2026 Valerie Legates // Updated June 2026