even more rewarding.
Broadway’s premier rewards program tasked us with giving their brand a complete refresh. They needed a look and feel that would both engage their existing 1 million strong member base and grab the attention of the millions of potential members in theatres throughout New York City.
We began by reinventing their logo using a simple, clean typographic solution and bold color combination to stand out amongst their competitors.
We brought the brand to life digitally, carrying over the simplicity of the logo to both the desktop and mobile sites. Our biggest challenge was the unpredictable site takeovers by Broadway shows – this meant huge graphics and banners provided by show producers that often completely clashed with their old look. The new color palette and clean aesthetic that we introduced worked with the show posters rather than against, making the site easy to read and navigate.
The big type, clean lines and bold graphic styles carried over to their email marketing campaigns to ensure the messages were a breath of fresh air in a sea of cluttered spam.
We also brought the brand back to its roots – the streets of NYC. Through flyers, signage, business cards, and even a custom American Express® card, we made sure both existing and potential members recognized Broadways next most iconic brand.