Rady Shell at Jacobs Park

You Belong Hear

Creating a Bold Brand for a Spectacular New Performance Venue.

The Rady Shell at Jacobs Park is the stunning new world-class outdoor performance space for the San Diego Symphony Orchestra. Sited along the waterfront in downtown San Diego, and featuring state-of-the-art acoustics, lighting and technology – not to mention 360° views of the harbor – this awe-inspiring new venue is amazing.

As San Diego Symphony’s branding partner, 4040 Agency has developed the entire brand for this iconic architectural landmark and gift to the people of San Diego. The visual identity celebrates both the beauty and form of this amazing waterside venue, as well as the carefree culture of the San Diego community – all while connecting back to the identity of its parent organization, the San Diego Symphony.


Building on the Symphony’s mission of “Changing Lives Through Music” and their foundational belief that music is for everyone, we developed a campaign concept for The Shell's 2021 inaugural season. YOU BELONG HEAR, a clever play on words, welcomes the entire community to this remarkable venue and promises an entertainment experience like no other. The campaign comes to life across multiple digital and printed materials, including a 40-page printed season program, as well as numerous other printed and digital materials.

Shell brochure
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Donor wall detail

The 4040 designed site-specific environmental design language defines the comprehensive site signing system that ranges from heroic monument signs, donor commemorative signs and benches, wayfinding signage, and even seasonal site banners that line the promenade.

Shell Signage
Shell Banners
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  • What We Did
  • Visual Identity System
  • Environmental Design Language
  • Site Signing System
  • Site Banners
  • Sign Production Management
  • Season Campaign Theme and Look & Feel System
  • Printed Season Program
  • Print and Digital Advertising
  • Seasonal Launch Materials
  • Branded Apparel and Merchandise
  • Brand Guidelines
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The shell beers
Raphael Billboard 01
Gala Invite montage
Lite Mailer Montage
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