Shorenstein Hays Nederlander is one of the Bay Area’s preeminent theater companies. But after 30 years in business, the brand was not as visible as the productions they made possible. In order to build relationships with new and existing theatergoers, they had to enhance their national recognition.
To help achieve their goal, we developed a brand platform that positioned the company as the curator of world-class Broadway in San Francisco. We also gave them a more contemporary monogram: SHN. A bold logo and graphic system revitalized their identity, while print advertising, web content, direct mail, a subscription campaign, and outdoor ads reinforced the brand’s promise. SHN has since enjoyed record subscription renewals and was chosen to be the Broadway programming partner for the Dallas Center for the Performing Arts.