Up-and-coming organization overcomes its underdog status.
Despite limited resources and a small, temporary facility, Cygnet Theatre garnered respect for its artistic vision within a well-established local performing arts community. The organization needed its marketing communications to reflect the ambition of its stagecraft.
Turning the physical limitations of its small space into an advantage, a new tagline encapsulates the audience experience while signalling Cygnet’s artistic ambition.
By harnessing the literal meaning of “cygnet”—a young swan—the brand amplifies its audacious and energetic personality. A brighter version of Cygnet’s signature red adds to the re-energized identity.
Reinforcing the “up close” brand message, big, bold, tightly spaced typography fills the space. The crisp contrast of red, black, and white creates recognition at every turn.
The brand identity translates seamlessly to high-visibility marketing with floods of bright color and frame-filling typography. Simple, iconic visuals and stage-setting copy deliver the essential flavor of each show.