Yes& campaign for Signature Theatre states it’s “The best place to experience musicals in America. By any measure.”
Yes& created a positioning that enabled Signature Theatre, Arlington, VA, to go beyond marketing the category of live theater or the appeal of a particular show. The new positioning, states a release, “was centered on the power of proximity: at Signature, the stage is never more than 10 rows away (about 45 feet) from your seat and there’s no curtain line to hold audiences at a distance. It’s one of the most magical, intimate and artistically demanding performing spaces in America—where audiences and performers feel and see that they are in community with each other.
“Research also affirmed that Signature Theatre was unusually “customer obsessed.” While Signature held itself to the highest standards of artistry, audiences appreciated how it strived to make theatergoing feel easy and inclusive.”
Yes& summed up the brand and its offer to audiences with the tagline, “The best place to experience musicals in America. By any measure.”
According to the release, the new logo “translated the brand strategy visually by joining the words “Signature” and “Theatre” with the common center letter, A. This overlap represents connection and collaboration: between audience and performers, between performers and physical space, and between the performers themselves.
“The new design system matches this excitement with vibrant, saturated colors and custom letterforms that reflect the spectrum and originality of Signature productions. Texture plays a key role in the brand identity, borrowing from the “street style” of traditional wheatpasted show bills. The subtly gritty look communicated that Signature was a place that lowered barriers between audiences and a memorable experience.”
“Yes& took the time to get to know us and really understand Signature’s vibe and ethos from all perspectives – audience, staff, artists, and community,” said Signature Theatre’s Director of Marketing, Jennifer Buzzell. “It was through this detailed work that they absolutely nailed who Signature is, and importantly what Signature strives to be.”
More here.
PHOTO: A Chorus Line
