The Commonwealth Theatre Center provides comprehensive theatre education and performance opportunities to develop the next generation of actors. They pride themselves on their students being sought after by the nation’s BFA theatre programs.
THE CHALLENGE
When two of Louisville’s most prolific youth theatre schools merged, Blue Apple Players and Walden Theatre Conservatory, they needed to capture the strengths of both longstanding institutions in one comprehensive brand. Our role was not only naming the new institution as something unique and memorable but also visually telling the narrative of two theatre schools as they became one.
THE APPROACH
The rebranding project was initialized by donning a new name. Inspired by interviews with staff, board members and students past and present, Fieldtrip pared-down hundreds of options to a list of just a few. Commonwealth Theatre Center was our top recommendation and the chosen name.
With both theatres now under one name, we set off to design a look that stands for theatre education of all ages. The chosen mark represents the interaction, improvisation, and creativity found in fundamental theatre education.
THE RESULTS
In the end, the new brand effectively communicated the encompassing nature of theatre education and the joining of people with ideas to do great things. The mission of creating unity was accomplished. And the passion and thoughtfulness of everyone involved came through in the final product.
