Located on the beautiful hilltop campus of Soka University in Southern California, Soka Performing Arts Center is a 1,032-seat Concert Hall featuring world-class acoustics designed by master acoustician Yasuhisa Toyota, designer of the Walt Disney Concert Hall in Los Angeles and Suntory Hall in Tokyo. As SokaPAC reached its tenth anniversary, there was an opportunity to define and celebrate a future-pacing purpose and refresh the brand identity for an anniversary season that would differentiate SokaPAC as a regional venue.
We First articulated SokaPAC’s purpose “to engage, elevate, and educate the human spirit,” and its brand story as “Listen. Feel. Transform.” These solutions were crafted to engage existing internal stakeholders and attract new external audiences: staff/volunteers, students, alumni, patrons, audiences, performers/speakers, partners & sponsors, and the world-at-large. Then, We First crafted an elegant logo mark and brand identity to visually articulate the refreshed brand. Through an Internal & External Activation Plan, We First equipped the SokaPAC team with a guide on how to roll out the new strategy as well as elevate every season.
SokaPAC emerged from the COVID pandemic as a premiere venue for exquisite acoustics that enrich the experience of both musicians and audiences. It was named by The Orange County Register as the best venue of the region in 2024, showcasing top-tier talent such as Dionne Warwick, Emanuel Ax, Shawn Colvin, KT Tunstall, Kurt Elling, Blind Boys of Alabama, Shemekia Copeland and Terence Blanchard. Above all, its story of ‘Listen. Feel. Transform” uplifts every interaction with SokaPAC as a potential transformational experience.
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