A.R.T./New York supports over 400 member theatres by providing funding, training, and affordable office, rehearsal, and performance space. emphas!s design created a branded signage experience for its midtown location, with classrooms, meeting rooms, and two black box theaters. emphas!s extended A.R.T./New York’s bold brand, color and architectural material palette throughout the exterior, wayfinding, and donor signage. The building’s exterior features eye-catching illuminated signage and integrated show poster cases. Key to the success of this project was a wayfinding system that helped users navigate a confusing floorplan. Toshiko Mori Architects was awarded a design excellence award for this space.