The Fonda Theatre is a landmark venue with nearly a century of history. Originally opened in 1926 as Carter De Haven’s Music Box, it blends Spanish Colonial Revival architecture with modern production, creating a space that feels both elegant and intimate.

Located on Hollywood Boulevard, The Fonda has hosted generations of artists, from The Rolling Stones to Radiohead, and remains a staple of the Los Angeles music scene. The opportunity wasn’t to redefine the venue, but to support and elevate a brand that already carries deep cultural weight.

Working with an iconic venue means knowing what not to change. The challenge was to refine and support The Fonda’s brand presence without disrupting its history or recognition.

As Art Director, my role focused on maintaining consistency and clarity across visual touchpoints while respecting the venue’s architectural elegance and legacy. The work centered on aligning brand elements across marketing and digital applications so the venue could confidently support a wide range of artists and events, from emerging acts to established names.

Every decision needed to feel intentional, timeless, and flexible, ensuring the brand felt current without losing the character that makes The Fonda instantly recognizable.

The refresh resulted in a successful brand evolution that was fully approved by Goldenvoice and the Fonda’s internal team, often referred to as the “Fonda family.” Together, we introduced a fresher style guide that respected the venue’s history while giving it a more modern, confident presence.

The updated system rolled out across social media, on-site posters, and the website, creating a more cohesive and recognizable experience for fans and artists alike. By tightening the visual language and aligning key touchpoints, the brand felt more intentional, consistent, and ready to support the venue’s ongoing programming.

The result was a refined identity that honored the past while moving the venue forward, reinforcing The Fonda’s place as a trusted and iconic destination on Hollywood Boulevard.

Early reception praised the venue’s “industrial chic” aesthetic and standout sound quality, avoiding the echo-heavy feel common in warehouse-style spaces. From a business perspective, Globe Iron filled a critical gap in Cleveland’s live music ecosystem. Under AEG Presents, the venue became a stepping stone for artists outgrowing smaller rooms but not yet ready for large amphitheaters.

With a target of roughly 150 events per year, Globe Iron appears to be meeting demand, drawing mid-sized tours to Cleveland and strengthening the city’s position against neighboring markets. The brand helped establish credibility from day one, giving the venue a clear identity that felt rooted, flexible, and built to last.

Lawrence Lacanilao
Art Director

• Art Director for The Fonda’s brand identity.

• Led core visual direction.

• Defined primary design elements including typography, color palette, textures, and applications.

• Partnered closely with the Goldenvoice and marketing team to approve final brand assets.

• Developed and art directed the brand style guide for launch and ongoing use