Shorenstein Hays Nederlander (SHN) is one of the Bay Area’s preeminent theater companies. But even after 30 years of producing and promoting successful Broadway shows, it lacked recognition. The company came to us because it wanted to step out of the shadow of its shows and gain recognition as the entity responsible for the productions. Our task was to elevate the SHN brand as a major force in national theater, while also generating appeal for Broadway shows among new and existing theater audiences.

The corporate identity captures the anticipation theater audiences experience as the curtains open—and the thrill of live theater that awaits them. An intensified plum color references the traditional velvet-curtain color. The system has been rolled out through integrated marketing tactics, including print advertising, web content, direct mail and outdoor.

The gift pays off. Giveaways are tough to keep sophisticated. Smart work.