404 Page

Restructure 404 page: frustration to delight

  • Clearly display error but keep it from being frustrating

  • Provide link back to shows

  • Create "designed" page–not generic looking template

  • Tie back to brand

  • Add animation to delight


Kentucky Performing Arts

Old Brand

– Logo represented just one of many venues

– Dated, cluttered collateral

– No consistent, unified branding

Ticket Stubs


  1. Organize relevant information using visual hierarchy

  2. Make sure tickets could be printed at box office 

  3. Visually establish new brand

  4. Utilize opportunities for brand awareness


Printed e-tickets are usually on standard 8.5" x 11" paper. Through talking with my team, I found that people usually fold their tickets in half, making them easier to carry. I realized this could be an opportunity to prioritize information be more accessible.

Hierarchy organization:

1. Performance Title

2. Location

3. Name and date

—below the fold—

 4. Terms and conditions

5. Donor call out

6. Usher barcode

Environmental Graphics

© 2020 Ann Wood

Initial Logo Concept

My logo concept incorporated a colon symbol tied together with a flexible identity system. This way, KPA is always presenting.