RVA Theatre Alliance
What happened: Even though shows are affordable and easy to see, Richmonders incorrectly perceived local theatre as costing too much time and money. We evolved the RVA Theatre Alliance’s brand identity and positioned local theatre to own new territory in Richmond’s cultural scene as a quintessentially “Richmond thing.”
Why it was fun: It was a delight to dive into a rich art form and champion it for a city I love.
Skills: Client relations, segmentation, quant/qual, target personas, creative briefing, brand identity, positioning, media planning, pitching
We segmented Richmond’s many audiences and picked the one with the most opportunity for growth: “the Richmonder.”
24-35 years old
Grew up in RVA
Moved away and came back, now they’re here to stay
Self-identified lover of Richmond cultural scene (art, food, museums) but unaware of the RVA Theatre Alliance
RVA Theatre Alliance is committed to demonstrating how approachable local theatre is by weaving it into Richmond’s culture.
We accomplish this with two interrelated objectives:
Demonstrate that live theatre can be a spontaneous experience.
Celebrate local theatre as an essential part of Richmond's culture.
Act I: Prepare
Act II: Reintroduce
Act III: Build & Integrate
We chose a modern, clean style for its simplicity, recognizability, and its versatility. The corners pointing outward, the sweep of the spotlights, and the depth of RVA coming forward on the stage are all dynamic and encourage viewers to engage with the brand.
The logo works in greyscale for non-color printing and scales to any size.
Website & Facebook
We redesigned the Theatre Alliance’s website with a master calendar and mocked up a Facebook page to fulfill two functions:
Tell people when and where the member theatre’s shows are happening
Get them to the member theatre’s website as soon as possible to buy a ticket
The playbill is a wonderful brand touchpoint the Richmond Theatre Alliance wasn’t taking full advantage of. We amplified their voice by adding the reimagined logo to the booklets and copy explaining what the Theatre Alliance is on the previously blank back covers.
Additionally we dedicated a page inside every playbill for promoting upcoming shows from other member theatres.
Print, Digital, OOH Ads
The first ads demonstrate that live theatre can be a spontaneous experience and the third celebrates local theatre a classic element of the Richmond experience.
Ads by Jan Junloy, Art Director
Build & Integrate
We placed the Richmond Theatre Alliance in low cost, high impact settings where Richmonders already go. Imagine the free 6:00am exercise class at the VMFA every Wednesday taught by Hamlet in full costume and character, or an Edgar Allen Poe Museum Unhappy Hour replete with tragic characters.
Ravenchase is an adventure company in Richmond that builds immersive scavenger hunts and city-exploring experiences for adults. They’re good at it too, all 11 of their most recent public events were completely sold out. With Ravenchase’s expertise the Richmond Theatre alliance will sponsor a theatre and arts themed scavenger hunt that ends at member theatres for a show.