It is hard to imagine that only a short time ago, 42nd Street and Times Square had become a neglected stretch of urban decay. Revitalization of the entire street began when the New Victory was entirely reconceived as New York’s first Broadway theater for kids and families. With a new visual brand, façade signage, interior signage and a complete range of printed materials, it became an anchor of what is now a completely new Times Square.
Inside the theater, a purple and yellow color scheme gives signage a regal air. Outside, a range of lighting techniques enliven the façade, generating excitement among audiences and helping to revitalize a neighborhood.