Like many performing arts organizations across the country, The Florentine Opera had been contemplating a repositioning of its brand both to help re-engage established audiences and also entice new ones, given the enormous choice in entertainment options today.
A brand assessment was conducted which drew out some of the Florentine’s key qualities, unchanged since its founding in 1933: creating a special yet accessible atmosphere around performances; providing a sense of grandeur, even in intimate settings; keeping a sense of tradition, though through a contemporary lens; all while bringing a little of the world to Milwaukee and, most importantly, infusing everything with a strong sense of fun.
The visual language developed through the initial brand book has been employed through season programming and promotional materials for individual performances. Vibrant color combines with rich, layered imagery and type to create a dynamic, fun atmosphere — anchored by and reflective of the people behind the brand as well as the performers and performances themselves.
In the midst of the 2020 global pandemic — yet in keeping with the Florentine’s brand mission of bring a little of the world to Milwaukee — Voyages was launched, offering virtual tours of and performances within locations in Mexico, France and Italy.
Accompanying a purchased ticket was a food and wine hamper that matched the location, along with a program that doubled as a guidebook to each town/city.
Project completed with the team and while at Kahler Slater, Milwaukee.