The Theatre House

The Theatre House is Caydon’s second US project, and is located in central San Diego, California - with construction to begin in 2022. This luxury high-rise condominium will incorporate The New California Theatre, a currently disused local landmark heralding from the 1920s.

For this project I was tasked in creating a brand identity, which included the name, tagline, tone of voice guidelines, plus all print and digital collateral.

The branding and identity came naturally for this project, with the historic New California Theatre providing inspiration for the name ‘The Theatre House’.

With the exterior showcasing a curved curtain of glass climbing upwards, and Art Deco elements incorporated into the interior design, it was clear that a sophisticated theatrical treatment should be incorporated throughout the branding of this project.

The Theatre House conveys effortless luxury, curated to appeal to the ideal Southern Californian lifestyle. Here life takes centre stage, with language dialled up to drive the idea that an epic lifestyle of luxury and refinement awaits.

You can view more of my work on the project website.