Branding
To create a unique yet familiar campaign identity, we analyzed the established brand guidelines, such as fonts and core colours, to determine how each could be re-interpreted for specific use in a public fundraising campaign.
The project was titled Showplace Project: Act II, with the tagline "(re)building history" relating to the renovation and renewal of the theatre for its 20th season. Drawing on established branding guidelines we conceptualized a familiar yet (re)vitalized overall look and feel for the campaign through the use of complimentary campaign specific fonts, colours and visuals.
The Campaign
Showplace Performance Centre needed to raise $2 million through government funding and community support to enable necessary renovations to the theatre. The project brief specified the need for a unique campaign visual identity tied closely to the theatre's established branding, with collateral including a detailed eight-page Case for Support booklet with a specific focus on the seats and signage and the community impact of the theatre while laying out allocation of funds raised, as well as letterhead, large format window graphics, roll-up banners and the layout and handling of a new marquee sign.
Further, we looked at Case for Support samples from various theatres throughout Canada, concluding a need for a mix of visuals with evidence-based copy and that testimonials would be critical to give first-person accounting of needs.
Additional Collateral
Additional collateral was developed using visuals and concepts from the Case for Support as a design foundation. Led by a team of four well-known women in the organization and community, we played heavily on the visuals associated with them, creating window designs with oversized quotes of why they chose to be involved in the campaign.
