MSA AGENCY
LOGO REDESIGN & APPLICATIONS
Graphic Designer
Client — McDonald Selznick Associates
Founders — Julie McDonald & Tony Selznick
Los Angeles / Remote · 2021–2024
​PROJECT OVERVIEW
McDonald Selznick Associates (MSA) is a Los Angeles-based creative talent agency representing dancers, choreographers, creative directors, producers and educators. The existing identity featured the MSA lettering centred within a detailed globe.
The brief was to simplify and modernise the MSA mark rather than create something entirely new, retaining its recognisable character and established orange while developing a cleaner form that could work across digital, print, signage and large-format applications. I also designed the MSA Educate logo for the agency’s education division, creating a related identity that could sit within the same visual family.
BROCHURE DESIGN
The tri-fold brought multiple MSA identities and a large amount of information into one compact format. The challenge was fitting the copy while still preserving clean, open areas and a clear hierarchy. The redesigned logo system made that possible by giving each identity a strong, recognisable presence without overwhelming the layout, allowing the branding and content to work together within a more spacious composition.
GRAPHIC DESIGN
Brand Identity & Campaign System
10-Year Identity & Merchandise
Retail Signage & E-commerce
Program Wordmark & Communications
Identity & Faculty Announcement System
Summer Program Identity Series
Logo Redesign & Brand Applications
Theatre Poster, Program & Motion
Streetwear Identity & Apparel Capsule
​Logo Design