101 E. Green Street, Suite 14, Pasadena, CA 91105 (323) 481-1505
The Broad Stage
When overwriting decades of perceptions imprinted on Angelenos that Downtown is where you go to see world-class performing arts—go bold.
A mile from the ocean. Ten feet from the stars. In the performing arts, the one asset more valuable than an effective marketing strategy is a supportive community. When building brand awareness for the 499-seat theater in Santa Monica, we chose to focus on proximity and people’s genuine sense of belonging — making patrons feel closer to the artists onstage and to one another. That connection became synonymous with The Broad Stage brand: a community larger than the sum of its parts.
We were empowered with a creative sandbox that we leveraged to build a brand distinctly built on belonging West of the 405. The highly-recognizable Broad Stage brand created an astounding response from the community, attracting patrons, subscribers, and donors not necessarily dressed in sequence or suits, but comfortably being themselves.
The playful nature of the dynamic brand system opened up an eight-season partnership with DISTINC_ that yielded dozens of mailers and ads, hundreds of emails, and tens of thousands of seats sold. A new, vibrant theater community west of the 405 was born.
“DISTINC_ is a great partner to Broad Stage. Their work has been instrumental in defining and broadening the brand, and has merged strategic marketing and design to brilliant effect. They not only get what we are trying to do, they help us define it.”
—Mitchell Heskel, Director at Broad Stage
Branding The Broad Stage
When overwriting decades of perceptions imprinted on Angelenos that Downtown is where you go to see world-class performing arts—go bold.
