In an effort to revitalize Tucson, Arizona’s Downtown district, The Rialto Theatre owners received a grant to rejuvenate the dilapidated performance venue inside and out. ZV Creative was awarded a design contract that included the total and comprehensive rebrand for the theatre’s return to majesty. This included the logo and brand design system, experiential and environmental design, marketing collateral, and even the redesign of the neon majesty that lights up Congress Street. We provided The Rialto Theatre with a classic and theatrical brand that harkens to the past but also speaks to the future.