Using new research and strategy, our assignment was to rebrand the Austin Lyric Opera, ensuring its relevance among younger Austinites. We renamed the company as the clearer and more memorable Austin Opera, designed a fresh, dynamic visual identity, and created messaging for the opera company’s promotional efforts. We also replaced expensive, ineffective print advertising with ads aimed at young audiences via streaming services and digital media.
To generate buzz around the 2014-15 season, we devised and implemented a plan to leverage social media during the company’s opening performances. On opening night of “Masked Ball,” we created the visual centerpiece – a massive custom-welded steel mask featuring 3D projection mapping that promoted the 2014-15 season – and images of the striking structure were shared on Twitter, Facebook and Instagram. Our rebrand and marketing refresh increased both awareness and ticket sales for Austin Opera.