5th Avenue Theatre
The 5th Avenue Theatre is not your typical presenting house, rather, it’s one of only two musical theater companies in the country that develops and produces original, significant, Broadway musical theater. With a new strategic plan in place the timing was right to evaluate the brand platform and strengthen it to be the strongest business tool possible. A core conundrum when building a brand for an arts organization is the ability to balance the brand of the theatre with the brand of the shows being presented—to ensure that audiences build a relationship with the theatre brand. The audit we conducted reached all segments of current and potential audiences—from the general public to high worth donors. The brand strategy we developed leveraged our consensus driven process. We then moved into implementation of the strategy creating a full Message Platform and Visual Brand Guide to give the theatre staff the tools they need to consistently and effectively develop the myriad of communications needed for an active arts institute.
Services: Brand Audit / Brand Platform / Message Platform / Logo / Visual Brand
