TimeLine Theatre needed to establish a distinct presence in the competitive “off-Loop” theater market in Chicago while conveying the company’s mission to produce historically-based plays that were relevant to today’s issues.
Solution:
Leveraging the company’s logo equity, we crafted a cohesive visual identity for each theatrical season that covered a broad range of material: the subscription brochure, play promotional postcards and flyers, play posters and signage. Rogue Element has assisted TimeLine in producing the company’s first program, Backstory, and in adapting the brand graphic to theater lobby displays and play dramaturgy.
Results:
The response to the branding program has been simply stunning. In 2007 TimeLine commissioned focus research among high-potential patrons of the theatre. The respondents gave the subscription brochure rave reviews, and favorably compared the quality of TimeLine’s branded marketing materials to the top two theaters in the city. Most importantly, the success of our efforts is seen in the bottom line. The company enjoyed a 125% jump in subscription sales for the 2007 – 2008 season.
