Lundstrum Performing Arts Brand Strategy + Identity Design

Raising the curtain on a new identity

The Challenge There’s always been something magical about Lundstrum Center for the Performing Arts. Although adored by past and present students and supporters for its excellence in dance, voice and drama education, it hasn’t achieved star-power notoriety yet. With an ambition to grow, leadership at Lundstrum Center for the Performing Arts knew its brand needed a new direction to align with future aspirations.

Established in North Minneapolis in the 1920s by Dorothy Lundstrum, Lundstrum Center for the Performing Arts reopened in 2000 under the leadership of five sisters, the Casserlys. All former students of Dorothy, they left Broadway, dance and opera careers of their own to revive the organization, staying true to its legacy and mission. Wanting to broaden its reach and attract a niche of students with Broadway aspirations, a focused strategy and key messaging were essential to best position Lundstrum Center for the Performing Arts. The organization’s name, together with a new logo and brand identity, would need to express the redefined brand.

 
MacPhail logo design
 

The Solution Informed by research with key audiences, we developed a brand strategy to support the organization’s vision and promise to foster creative expression in a joyful way. After assessing the strength and equity of the organization’s name, a truncated version was chosen. “Lundstrum Performing Arts” leverages the founder’s heritage and offers elasticity for future naming opportunities. And Lundstrum Performing Arts’ messaging authentically reflects its strengths, meaningfully capturing the reasons why it appeals to many types of students and families. From those who seek a fun outlet for creative expression to those with professional aspirations who yearn to be in the spotlight, all are welcome at Lundstrum Performing Arts.

With lights reminiscent of a theater marquis, the logo tips its hat to Broadway. Vibrant color commands attention and expresses positive energy. Strong sans serif typography shows the refined side of the brand personality. Using performance imagery and floods of focused color, the visual identity system puts students in the spotlight showing how they confidently thrive, in a caring, joyful community.

 
MacPhail stationery design
Quite an ensemble. A literature system highlights each of MacPhail’s core focus areas.

Quite an ensemble. A literature system highlights each of MacPhail’s core focus areas.

Play on. With a passion for play, MacPhail’s brochure positions the organization as a place where all are welcome to create sweet music.

Play on. With a passion for play, MacPhail’s brochure positions the organization as a place where all are welcome to create sweet music.

An unforgettable event. MacPhail’s grand opening gala invitation foreshadowed it—this was an event not to be missed. A flagship piece for the entire grand opening festivities, the invitation emulated the building itself while featuring colorful, festive party imagery.

An unforgettable event. MacPhail’s grand opening gala invitation foreshadowed it—this was an event not to be missed. A flagship piece for the entire grand opening festivities, the invitation emulated the building itself while featuring colorful, festive party imagery.

Drumroll, please. Using the gala invitation as a visual cue for the rest of the grand opening materials, unveiling of the new identity was saved for a week-long celebration.

Drumroll, please. Using the gala invitation as a visual cue for the rest of the grand opening materials, unveiling of the new identity was saved for a week-long celebration.

MacPhail stationery design
 

PROJECT SCOPE   |   MARKET RESEARCH   |   BRAND STRATEGY   |   POSITIONING   |   KEY MESSAGING   |   NAMING   |   LOGO   |   VISUAL IDENTITY SYSTEM   |   STATIONERY SYSTEM   |   IDENTITY GUIDELINES