CASE STUDY: ATLANTA’S HOTTEST THEATER COMPANY CASTS JS CREATIVE TO SHINE THE SPOTLIGHT ON ITS MISSION WITH NEW BRANDING

Client:

Theatrical Outfit, one of Atlanta’s oldest and most critically-acclaimed theater companies

Assignment:

Help build the company’s brand in order to increase traffic to its new downtown home

Strategy/Implementation:

In 2005, when many businesses, organizations and Atlantans were eschewing the city’s downtown, Theatrical Outfit made a bold move by turning an old Atlanta landmark into a state-of-the-art theater. With a critical need to fill its seats, Theatrical Outfit turned to JS Creative for branding, advertising and media planning help

Theatrical Outfit knew its mission. In its own words, it “entertains, educates and enlivens its audience by producing classic and contemporary theater with an emphasis on themes indigenous to Southern culture,” particularly those of “community, spirituality and racial understanding.” This clearly distinguished the organization from other local theater companies. JS Creative took this positioning and summed it up in a very succinct phrase that is its tagline:

Stories that stir the soul

From the graphics on the building to the live curtain speeches, the words have become part of the lexicon used by patrons and the media to differentiate and reinforce the brand.

JS Creative also refreshed the company’s mark and logotype creating a color palate and graphic look, which were applied to a new website (also built by JS Creative), collateral materials, and print and Internet ads. JS Creative’s designers also create the illustrations for each of the productions.

Results:

Theatrical Outfit just completed a record-breaking year in ticket sales and is on its way to another successful season in its thriving new home in the heart of Atlanta.