What's in a name?

We partnered with the Playhouse District Association last year to envision ways to revive its brand identity and messaging. The early brand audit we conducted brought to light nuanced feedback around the name District — reported as both an asset and a liability. It appeared as if the Playhouse District's dedicated efforts to supporting local businesses' growth came to the detriment of building emotional connections with the people living, shopping, or dining in the area. Therefore, we pointed out that a refreshed identity might not suffice to forge emotional connections with folks in the district. People would have to first feel at home in the area, and a new name would engender that more than any logo could. We believed everyone should genuinely belong in the district, naturally recognize themselves in its name, and inevitably resonate with its new brand.

Playhouse Village has always belonged to the people of Pasadena. Nearly a century ago, a group of proud citizens came together to fund the audacious idea of building a world-class theater in an orange grove. Since 1925, Pasadena Playhouse has stood as a powerful symbol of community. As the neighborhood modernized, more cultural institutions sprung up around El Molino Avenue. The last few decades have seen the area diversify, grow younger, and play host to new enterprises. It’s time to remind everyone that no matter who you are, you are part of this community. Part of the Playhouse Village.

Today, a new chapter began as the Association transitioned from Playhouse District to Playhouse Village. A judicious adjustment in the name, yet a bold step in ensuring everyone — businesses owners, residents, and customers — naturally belongs in the heart of Pasadena, in the neighborhood they call home. The Playhouse Village.