Summary
Vineyard is an Off-Broadway theatre company pushing the boundaries of theatre. Every show opens to wide acclaim. Yet, there’s little recognition of Vineyard’s role as the creative driving force. So, a renewed focus on makers and making positions Vineyard as the place where daring art is cultivated. This is delivered with an ever-changing logo.
Challenge
Reposition among NYC’s most recognised institutions. Overcome low profile, a limiting factor on funding; turn single ticket buyers into repeat purchasers; and engage a more diverse community.
Insight
Astonish audiences. Frequent NYC theatregoers (2+ times/week) seek new plays, new playwrights and new forms that take them beyond their comfort zone. Vineyard is a community of theatremakers pushing the boundaries of what theatre can be and do. Audiences go, “Holy shit, I’ve never seen a play like that before!”
Strategy
Put makers and making centre-stage.
1 Invite daring artists and diverse audiences to be part of a collective experience.
2 Involve NYC’s wider creative community.
3 Transform loyalty marketing to make supporters active participants: playmakers, changemakers and dreammakers.
Expression
An ever-changing identity for an ever-changing theatre. Conventional wisdom says brands ought to be consistent. Our identity for Vineyard delights in breaking boundaries, just like the community it represents. In the wordmark, ‘Theatre’ is reinvented for every show. Every piece of type is designed by a native New Yorker.
Impact
Vineyard lands $4.5m capital grant. In June 2023, Vineyard was awarded a $4.5 million capital grant by the New York State Council on the Arts: “We commend Vineyard Theatre for their bold and inspirational project that will deliver the measurable benefits of the arts to New Yorkers and our visitors for generations to come.”
Recognition
Brand Impact Awards. Brand Strategy. Silver. 2024.
Transform Awards Europe. Best visual identity: not-for-profit. Shortlisted. 2024.
Appreciation
“This simple and compelling design system created by NB has allowed designers like myself to be bespoke, expressive, cogitative and evocative, aligning to the ideals of the theatre.” Eddie Opara, Partner, Pentagram NY
Methods
Theatre landscape analysis. Patron data: WolfBrown Triple Play, Audience Outlook Monitor, TG Arts Center, Audience 360. Stakeholder consultation: Artistic Directors, board, artists, staff, members, donors, architects, web developers, diversity advisor, Creative Council (diversity).
Credits
Designer: Reuben Alghali / Creative Directors: Nick Finney & Olly St John / Clients: Doug Aibel, Sarah Stern, Suzanne Appel / Client Manager: Sophie Knowles
