How can a well-known local institution expand audience perception?

One of the Midwest’s most respected regional theatres was known for its world-class performance on stage, but its off-stage efforts in the community were largely unnoticed and unappreciated. An updated identity and brand campaign put the spotlight on the theatre’s broader contributions to the cultural and civic landscape of Milwaukee.

Visual identity

Suggesting a raising curtain, the modernized logo elevates “Milwaukee” while highlighting the theatre’s shorthand name: the Rep.

Brand strategy

The tagline sets the stage for the many ways the Rep is moving Milwaukee forward.

We Rep Milwaukee

Campaigns

In the new brand campaign, the Rep is at the center of many important regional topics.

Milwaukee Rep’s core values are promoted throughout the community.

Brand toolkit

The bold, simple logo adapts to any application with a high level of visibility.

From fun and lighthearted to thought-provoking and challenging, effectively marketing each production calls for an image that captures its entertainment value.