Brand Identity Process
RESEARCH & ANALYSIS
. Brand personality, style, tone & attitude
. Brand positioning compared to other brands
Brand awareness, positives and negatives
Brand image, how your audience views you
. Marketing objectives & challenges
. Present brand moodboards
Further development of logo concept
. Showing color applied to each
. Logo lockup with full name
. Logo lockup with tag line
Logo lockup with sub brands
. Primary color palette
. Corporate font selection
. Logo applications
Logo size & freespace
Application to a real-world applications
. Supplied as digital PDF file
Kick-off meeting
Review name meaning and history
. Evaluate current assets
. Determine unique brand values
. Target audience profiles
Key brand benefits, product offerings
Research top 5 closets competitors
. Based on moodboard selection
Typographic treatments
. Easily identifiable and recognizable
. Present logo directions
Explore logo shape, concept and style
. Designs that combine the best aesthetics
LAUNCH PROGRAM 1 2 3 4 5 6 7
Logo 1, 2 and full color versions
. Further refinement of specific elements
. Lockups with full name, tag line, sub brands
. Master logo vector files
. Print 300dpi CMYK EPS files
Digital 72dpi RGB PNG files
Roll out key marketing materials
Launch strategy (soft & hard)
. Leverage the new brand identity
. Generate digital artwork
. Pre/Post production with venders Printing estimates
URTA
In need of a visual refresh. A fractured brand. Lacking heritage awareness. Known primarily for the URTA’s. Not known for it’s other offers. Off grad students radar.
Meanwhile, the core issue was that:
URTA was a lackluster brand, in need of more drama.
Our
strategic focus became to:
Create a modern identity to attract theatre students and universities.
HISTORY
BUILD ON YOUR STORY:
• Nearly 50 years in the theatrical education and training sector
• Founded in 1969 to help universities and colleges across the U.S. benefit from a combined recruiting process and begin relationships with local theaters looking to hiring recent graduates
• URTA has grown to provide a variety of programs in advertising, payroll services, internships, continuing education and more
• Considered the gold standard in professional training of future artists
• Offers a unique bridge to the next wave of theatre artists
Strategy
STEP 2: DESIGN STRATEGY
Target Audience & Objectives
Moodboards
TARGE TS
URTA’S TARGET AUDIENCE:
1: PRIMARY
• Theatre Faculty
• Students
• Age 18 - 34
skewed towards female
2: SECONDARY
• Sponsors
• Staff/Administrative Marketing, General Manager
• Production Staff
3: TERTIARY
• Agents
• Casting Directors
OBJECTIVES
URTA’S BRAND OBJECTIVES:
Establish a strategic platform that will frame the foundational building blocks to take the URTA brand to the next level and empower the organization to successfully achieve business goals now and in the future.
This includes:
BRAND IDENTITY
To establish a strong and ownable identity that will guide all of URTA’s communications, in print and online
BRAND MESSAGING
To broaden URTA’s existing target audience by clearly communicating the breadth of your offers
BRAND POSITIONING
To further strengthen URTA’s positioning as the gold standard in professional training of future artists
Concept A
STEP 3: Logo Design Exploration
Concept A: Standard letterforms
URTA
Concept A: Identity Design
Boarder represents the stage
Concept A: Identity Design
Symbolic color field represents the energy of a live performance
EXECUTIVE DIRECTOR
Scott L. Steele
A B C D E F G H
I J K L M N O P Q
R S T U V W X Y Z
1 9 6 9 Concept A: 50th Anniversary Poster
WE SET THE STAGE FOR YOU 2 0 1 6 2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 0 20 1 2 20 1 3 20 1 4 20 1 5
Concept A: 50th Anniversary Poster
WE SET THE STAGE FOR YOU
2016 NATIONAL UNIFIED AUDITIONS & INTERVIEWS
Actors, Directors, Designers, Technicians, Stage & Theatre Managers
New York City Jan 29 - Feb 2 Chicago Feb 4 - 11
San Francisco Feb 13 - 14
A L L T H E
WORLD’S
A S T A G E
William Shakespeare, 1599
WE SET THE STAGE FOR YOU
BREAK
WE SET THE STAGE FOR YOU
Concept A: Poster campaign
THEATRE IS LIFE CINEMA IS ART
TV IS FURNITURE
WE SET THE STAGE FOR YOU
I ’M N O T REAL I’ M
T H E A T R E Lady Gaga WE SET THE STAGE FOR YOU
Concept B
STEP 3: Logo Design Exploration
Concept B: Identity Design
Concept B: Logo lockup
WE SET THE STAGE FOR YOU
Scott L. Steele EXECUTIVE DIRECTOR
ABCDE FGHI JKLMNOPQ RSTUVWXYZ
Concept B: 50th Anniversary Poster
SETTING THE STAGE SINCE
Concept
B: 50th Anniversary Poster
SETTING THE STAGE SINCE 1969
A U D ITI O NS
Actors
Directors
Designers
Technicians
Stage Managers
Concept B: Launch poster campaign series
Baden, Germany
DRAMA IS REAL LI FE WITH ALL THE BORING PARTS CUT OUT
Alfred Hitchcock, 1956
WE SET THE STAGE FOR YOU
Radio City Music Hall, NYC
Concept B: Merchandise, tote bag
WE SET THE STAGE FOR YOU
University Resident Theatre Association
URTA
STEP 4: Creative Development
URTA
STEP 5: Brand Identity
URTA
STEP 6: Brand Guidelines
COLORS
PANTONE# 7548
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