Aspen Music Festival and School: 75th Anniversary
TACTICAL STRATEGY • MESSAGE PLATFORM • SEASON LOGO AND VISUAL IDENTITY • SOCIAL MEDIA HOMEPAGES • MASS EMAIL TEMPLATES • EMAIL SIGNATURE • SEASON PREVIEW BROCHURE • SEASON INTRODUCTION INVITATIONS • WEEKLY POSTER • WALKWAY BANNERS AspenMusicFestival.com
Brand Strategy for the Cultural Field: A Conversation with James McNamara
The Chinese University of Hong Kong The Chinese University of Hong Kong invited James McNamara to speak with students working towards their master of arts degree in cultural management. This series includes six conversations on brand strategy for the cultural field with relevance for future and current cultural brand managers. Click on the links below or here to view...
Lumberyard: Positioning a Catalyst for the Performing Arts
RESEARCH & ANALYSIS • POSITION STATEMENT • POSITION PILLARS • IMAGE ATTRIBUTES • ORGANIZATION TAGLINE CONSULTATION • USAGE GUIDELINES Lumberyard.org Opportunity Lumberyard Contemporary Performing Arts, or as they were known at the time, ADI | American Dance Institute, came to Arts Branding with a new mission, a new name, and an anticipated facility in upstate New...
Aspen Music Festival and School: Brand Inspiration from Image and Legacy
QUALITATIVE & QUANTITATIVE RESEARCH • BRAND STRATEGY • IMAGE ATTRIBUTES • POSITION STATEMENT • POSITION PILLARS • VISUAL IDENTITY • DIGITAL • WEBSITE • PRINT • BRAND GUIDELINES • LAUNCH & GOVERNANCE CONSULTATION • SEASON IDENTITY, DIGITAL & PRINT AspenMusicFestival.com Winner: The Drum Creative Awards Brand Identity Category Arts Branding had the pleasure of working...
MCC Theater: Discovery Before Decisions
QUALITATIVE & QUANTITATIVE RESEARCH • BRAND STRATEGY • IMAGE ATTRIBUTES • NAMING CONSULTATION MCCTheater.org Opportunity Permanent Home for Provocative Theater Arts Branding had the pleasure of working with MCC Theater as it made plans to build its first permanent theater complex. MCC Theater stands out in the crowded nonprofit, off-Broadway theater market of New York City....
IA Interior Architects: Refining and Underscoring Purpose
QUALITATIVE RESEARCH AND ANALYSIS • LEADERSHIP PRESENTATION AND WORKSHOP • PURPOSE STATEMENT • CORE VALUES • KEY TRAITS • ACTIVATION IDEAS InteriorArchitects.com Opportunity IA Interior Architects is the one world’s foremost interior architecture and design firms and the founder of the field, with offices in major U.S. cities, Toronto, and London. As the firm entered...
Alden Theatre: A Logo in Need of a Qualifier
• INFORMATION STUDY and ANALYSIS • ORGANIZATION TAGLINE CONCEPTS and FINALISTS • TAGLINE IDENTITY • USAGE GUIDELINES Alden Theatre Most of the time brand strategists and graphic designers strive for brevity and simplicity. But sometimes that can go a bit too far … Opportunity A New Logo but No Context The Alden Theatre came to...
Increasing Attendance and Support: Branding, Does it Still Matter?
California Association of Museums Conference Moderator and Panelists James McNamara spoke as part of a panel, moderated by Joan G. Cumming, Senior Director of Marketing and Communications at the Autry National Center. Carol D. Martin, Principal at Martin & Stowe Research, a cultural arts research firm, and Irina Zadov, Director of Experience and Programs at the...
Redux: Make Your Brand Messages Come Alive
This quote has been the bane of my writing existence and the monkey on my back since high school. It and the time available are almost always at odds. But, it’s something we should all aspire to especially now as digital marketing is so prevalent. Some of you asked me to follow up on my...
Make Your Brand Messages Come Alive
Welcome. Isn’t that the first message we want people to know about your organization—both as an offering and as the feeling? Some of you wrote that for a brand consultant I spend much time focused on brand identities and other graphic communications. Guilty. I’m like you. I gravitate to the shiny object in front of...
Branding a Building or Building a Brand?
New York City Center opened its new season with improvements to its building exterior and a newly renovated interior. The architectural style of their Moorish Revival building reflects the theme of its original occupants. For those unfamiliar, City Center, a former Mecca Temple of the Ancient Arabic Order of the Nobles of the Mystic Shrine...
Brand Strategy vs. Design Strategy
In past essays such as Branding vs. Marketing: In case you missed that lecture and Position first, then logo, I’ve touched on brand strategy informing key organization messages and organization visual identity. I should clarify brand strategy vs. design strategy and what defines each. Over the years, we’ve received cultural arts RFPs that stated the...