The Fox Performing Arts Charitable Foundation is dedicated to nurturing, promoting, and inspiring young people in the St. Louis area to explore and engage in the excitement and magic of live performances. Through specialized programs like the Teen Talent Competition, the Foundation creates distinctive educational opportunities in the performing arts for young artists.
The previous aesthetic of the STLTTC, characterized by maroon and gold tones, had become dated and failed to capture the youthful energy of the event. This resulted in an unengaging page on the FOXPACF site that did not effectively connect with the target audience of talented teenagers. The challenge was to create a bold, contemporary brand identity that would resonate with the youth while maintaining a connection to the rich heritage of the Fox Theatre.
Before Screenshot
Our team drew inspiration from contemporary rebrands of various performing arts establishments, seeking balance between modern aesthetics and the inherent vibrancy of youth.
The resulting stylescape featured bold colors, impactful imagery, screenprinted textures, and dynamic geometric shapes. Each of the four colors represented one of the talent categories—vocalists, dancers, instrumentalists, and specialty acts—while also paying homage to the Fox Theatre’s resplendent ceiling decoration.
For the web design phase, Seafoam focused on creating an effortlessly navigable platform that provided essential information about the competition while imbuing participants with a sense of stardom. The team took cues from festival websites and indie record label artist pages to craft a design that prioritized clarity and accessibility. A standout feature was the “What to Expect” page with a tabbed interface, streamlining information for the different stages of the competition. Personalized competitor pages allowed each teen to feel like a star and provided shareable content for social media and college applications.
The reimagined STLTTC brand and website were met with immediate approval from the FOXPACF board. The bold, youthful aesthetic successfully captured the energy and excitement of the competition while maintaining a connection to the Fox Theatre’s heritage. The user-friendly website design empowered teenagers to easily access essential information and fostered a sense of pride and accomplishment among the participants.
By partnering with Seafoam, the St. Louis Teen Talent Competition now has a vibrant brand identity and online presence that effectively engages its target audience and positions the event as a premier platform for celebrating young talent in the performing arts.
