Collaborative Rebrand
Case Study
Company
SPARC Theater (Shakespeare & Performing Arts Regional Company)
Rebrand from Shakespeare in the Vineyard
Originally held Shakespeare performances in a local vineyard, but have since expanded to include Educational programs, Science shows, and other vineyard performances besides Shakespeare.
New building will eventually hold other entertainment events.
Brief
Rebranding and tagline to make theater less intimidating, more inviting and express community.
Highlight other programs and reflect that the company is “more than just Shakespeare.”
Better define target audience.
More brand cohesiveness among all programs.
Incorporate existing logo into rebrand.
“People are scared of the theater,
I think they think they're going to do something wrong.”
—Lisa Tromovitch, Client
One of the client’s issues was too broad of a target audience.
Notes from client interview
Highly educated audience—likes to learn new things. Skew younger than most theaters because of outdoor summer program. Traditionally theaters are more supported by people in their 50-60’s.
I defined a target audience for each program. Focused on geographic, demographic and psychographic segmentation for a local company with priorities of creating a more “values-driven” brand environment.
Audience
Shakespeare in the Vineyard
35-55 year old Central Valley and Bay Area residents with high disposable income who value community and cultural and intellectual enrichment.
Education at Play
Working professionals with children ages 9-14 that are interested in fostering their skill development, creativity, and self-expression in an interactive setting.
Science at Play
Young residents and visitors of the Bay Area from diverse backgrounds who appreciate the intersection of science and art, and value storytelling that embraces representation and inclusivity.
Branding Guidelines
I worked on the typography and collaborated to design the general layout with Jovani. The color palette was created by Autum Begley.