How can The Magic Castle appeal to a younger crowd?

Rebranding a classic with humor and reverence.


Part dinner theatre, part night club, part private clubhouse, The Magic Castle is a legendary Hollywood institution with a robust history. But like so many historic landmarks, it struggles to remain culturally relevant and appeal to young consumers.

In order to connect with a new demographic, The Magic Castle needs to update its dated graphic identity. This series of objects show one direction that The Magic Castle could use to modernize its image, poke fun at itself while still remaining dignified and magical.

This system was designed at Art Center over the course of one term as a graphic exercise.


"The world is full of magic things, patiently waiting for our senses to grow sharper."


Custom playing cards, a gift shop magic kit, a dinner menu, tickets, and invitations were among the items conceptualized.


Graphics were developed over the course of 12 weeks with dozens of iterations. Semi-final proofs below.