Denver Center for the
Performing Arts (DCPA)
As an agency partner, I led the DCPA through its first rebranding effort in more than 30 years. Our process included defining their purpose, identifying customer personas, consolidating business units, unifying visual and verbal brand styles, and shifting to a “customer-first” approach in strategy and execution.
As the Director of Creative Services at DCPA, I oversaw the initial rollout of the new brand across the organization, as well as continuing improvements based on results and/or strategic shifts. It’s hard to demonstrate the depth of the work needed to transform a $50 million company but here are some illustrations.
Brand Book and Continuing Expansion
More than a brand style guide, the brand book starts with a “manifesto” describing the fundamental change in thinking needed inside the organization (the shift from art-only to experience brand).
Since launch, we’ve continued to iterate, keeping the visual design flexible while maintaining unique brand promises across business units. We’ve also made great progress on brand voice, moving from academic to conversational styles.
Website and Social Media
Launched heavily branded website in 2014, consolidating online properties with a bold, responsive design. We’ve continued to improve UX where possible, even hiring a front-end developer to help overcome technical challenges.
Led the effort to bring social media in-house (vs. outsourced) in August 2015, creating a more vibrant and agile presence across Facebook, Twitter and Instagram. Weekly efforts continue to add followers and fans by the day.
Created a customer-first framework of marketing, public relations and journalistic efforts in content creation and distribution. Recommended consolidation opportunities, SEO-driven changes and new directions based on customer experience across paid/earned/owned properties.
Theatre Company Brand
As part of the overall DCPA brand refresh, I led repositioning of each business group within. We decided to create a Theatre Company "brand" to unify all titles in a season (vs. individual looks for each) to reinforce the "powerful and personal" brand promise. Bold colors and hand-drawn art fulfill both of those ideas in a fresh, consistent way.
Holiday Box Office 2014
A physical manifestation of the new brand strategy intended to present a single organization making purchase easier for a crucial demographic. Amazingly, it was the first organization-wide marketing effort in DCPA history.