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# Yes& deepens commitment to local theater through ongoing partnership with Signature Theatre
- URL: https://capitolcommunicator.com/yes-deepens-commitment-to-local-theater-through-ongoing-partnership-with-signature-theatre/
- Published: 2026-02-25T13:53:03.000Z
- Updated: 2026-02-25T14:01:14.000Z
- Author: Capitol Communicator
- Tags: Agency, #wp-upper-left-sponsored, #Import 2026-10-08 18:56

**Local theater has long been a defining part of the Washington-area creative landscape,** and few institutions embody that spirit more than [Signature Theatre](https://signaturetheatre.org/?ref=capitolcommunicator.com). For more than three decades, the Tony Award–winning theater in Arlington, VA, has earned a national reputation for its bold musical productions and intimate audience experience—while remaining deeply rooted in the region it serves.

Behind the scenes, Signature’s continued evolution has been supported by long-term partners who believe in the role of theater as a cultural connector. Among them is creative marketing agency [Yes&](https://yesandagency.com/?ref=capitolcommunicator.com), whose relationship with Signature Theatre has grown into an enduring collaboration grounded in advocacy for the arts.

As Signature emerged from the pandemic and entered a new chapter under Artistic Director **Matthew Gardiner** and Managing Director **Maggie Boland**, the organization partnered with Yes& on a comprehensive brand refresh designed to reassert its voice in the competitive DC-area theater scene. The effort included the most extensive audience research initiative in Signature’s history and focused on articulating what makes Signature distinct: its unmatched intimacy, accessibility and the sense of community created when audiences and performers share the same space—never more than ten rows apart.

Marketing “is the key to long-term success and building a relationship with our audience,” said **Jennifer Buzzell**, Director of Marketing at Signature Theatre. According to Buzzell, it’s creating “a total audience experience that’s simple and easy.”

Rather than focusing solely on marketing individual productions, the collaboration with Yes& helped Signature sharpen its broader story and reaffirm its place as a cultural institution where artistry and audience connection go hand in hand.

“Yes& took the time to really understand who we are—not just as a theater, but as a community,” Buzzell stated. “They listened to our audiences, our artists, and our staff, and helped us articulate what makes Signature special in a way that feels true to our values and our future.” And, as a result of this collaboration, Signature’s subscriber base has grown.

Gardiner, who has directed and/or choreographed more than 40 productions at Signature Theatre, reflected on the changing and challenging environment facing theaters today, as potential attendees have a range of options, including just staying home. Yet, in the face of these challenges, Signature’s 2025 holiday show, Fiddler on the Roof, photo above, was a sold-out success.

Gardiner said that December is considered to be a “nostalgia month”, where attending a show is a special bonding experience because “people want to be together.” Fiddler on the Roof, first produced on Broadway in 1964, had, as noted, a sold-out run at Signature. Gardiner, described the play as “surprisingly contemporary”.

“This beloved musical has become reinvigorated for our time” at Signature, stated Broadway World, which added that it focused on the “universal truths of tolerance, faith, forgiveness, and love.”

The partnership between Yes& and Signature extends well beyond brand strategy and design. Most recently, Yes& supported Signature as a sponsor, backing the theater’s production of *Fiddler on the Roof*. The sponsorship reflects a shared belief in the power of live theater to bring people together through timeless stories and shared experience.

“Performance is at the heart of Yes&,” said **Josh Golden**, President & Chief Creative Officer at Yes&. “We’re named for an improvisational theatre principle—*yes, and*—which is all about listening, building together, and being a great scene partner. That’s exactly what Signature is. Supporting their work, including productions like *Fiddler on the Roof*, is a natural extension of who we are and how we show up for our creative community.”

As a Washington-area headquartered agency, Yes& sees its involvement with Signature as part of a broader responsibility to invest in the local creative ecosystem. The relationship illustrates how agencies and arts organizations can collaborate to help sustain the cultural life of the region.

Together, Yes& and Signature Theatre demonstrate how long-term partnership—rooted in shared values, performance and community—can help ensure that local theater continues to thrive in the DC area.

**Experience a show at Signature for yourself!** Upcoming productions include a time-traveling indie rock musical adventure (SAFETY NOT GUARANTEED, March 3 – April 12) and a musical masterpiece of ambition, lust and glory from WICKED composer **Stephen Schwartz** (PIPPIN May 12 – July 26); plus plays, cabaret concerts and a gala performance honoring the legendary **Vanessa Williams** with the Stephen Sondheim Award (March 16 at The Anthem).