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| MAY 25 2008 | |||||||||||
| Arena Stage revitalizes its brand to prepare for a bright new future in a striking new venue. | |||||||||||
| Arena Stage is one of the nation’s pre-eminent, pioneering regional theaters. When the Washington D.C-based organization installs itself in its new, $120 million facility in 2010, it will benefit from more than the excitement and momentum that comes with a new venue: By then, the brand communications effort developed by Applied Storytelling together with San Diego-based MiresBall, will already be working to strengthen attendance, highlight Arena’s relevance to new audiences, convey what makes Arena Stage different, and express more clearly than ever the role Arena Stage plays among D.C. area theaters and at a national level. A new descriptor epitomizes this distinction: Formerly, Arena Stage identified itself as Washington’s choice in theater for more than 50 years. Today, it’s simply Where American theater lives.
In addition to laying a long-term foundation for Arena’s communications, Applied Storytelling and MiresBall helped Arena with a much more time-sensitive challenge: creating a compelling way to talk about the theater’s 2008-9 and 2009-10 seasons, which will take place in temporary venues far from Arena’s original (and future) location. This effort resulted in Arena Restaged: a two year festival of American Voices, a distinctive positioning and identity for a singular moment in the theater’s history. MiresBall has served as Arena Stage’s brand design consultant of record for more than a decade, bringing a distinct visual presence to every season, and creating an immediately recognizable tone and manner across the sum of Arena’s communications. In 2006, this effort extended to a concept and identity for Arena’s successful capital campaign effort, the most ambitious for a regional theater to date. Applied Storytelling has supported these efforts with powerful messages, themes and ideas. Today, taking a longer view of how it connects with subscribers and audiences than a season-by-season approach allows, Arena Stage stands to remain at the forefront of regional theaters in yet one more new way. |
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