Brand Identity & Content Strategy
Small Umbrella Theatre Company
Positioning a New Theatre as a Local Standout
Problem: A new theatre company was preparing to launch its inaugural production in a town with an already saturated theatre scene.
Insight: Most local shows were high-priced and attempted to replicate Broadway productions, leaving little variety in the audience experience.
Idea: Differentiate by offering accessible, inclusive, and innovative performances to attract new audiences rather than compete for the same theatre-goers. Strategies included pay-what-you-can tickets, sensory-friendly showings, and casting top-tier talent regardless of the original cast member’s gender or race.
Solution:
Developed a distinctive logo and brand identity
Wrote and distributed press releases
Coordinated PR interviews with the local NPR affiliate and media outlets
Built and executed a Facebook and Instagram content calendar
Oversaw launch marketing for the inaugural show
This internship kicked off at full speed—the cast was already selected and the show date was set before the theatre company even had a name. While my early branding decisions reflect a time before I studied graphic design formally, I quickly developed a comprehensive launch strategy. Within the first month, I produced a website, created Facebook and Instagram content calendars, designed merchandise and signage, developed a logo, and coordinated press coverage. The owners have since transitioned from directors to professional actors, and I value this project as a benchmark for how much I’ve grown as a creative professional.
