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.
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.