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2019 CAPA Gala
Fifty Years of CAPA Table of Contents Research
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Process
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Brand
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Deliverables
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Research
Celebrating 50 Years of the Arts in Columbus
Who: Columbus Association of Performing Arts What: Owner and operator of downtown Columbus’ historic Ohio, Palace, and Southern Theatre. CAPA is a non-profit, award-winning presenter of national and international performing arts and entertainment. It’s theatres are home to The Columbus Symphony Orchestra, BalletMet, and The Broadway Series, as well as more than 100 events each year, including music from all genres and corners of the world, dance, theater, comedy, children’s entertainment, and the time-honored Summer Movie Series. Where: Downtown Columbus. Capitol of Ohio, the 7th most populous state. When: Founded in 1969 to save the classic Ohio Theatre
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Process
It’s here.
We began our design process by defining a central message for the 50 year anniversary campaign. Brand and the imagery of the campaign flowed from our defined “big picture” and described visual aesthetic. Some of our statement processing: • “A palace for the common man.” Quote from the theatre’s architect— may point towards local Palace Theatre rather than Ohio Theatre. • “What happens here?” “[Onomatopoeia] happens here.” Various phrases for various types of shows and genres. Example: For an upcoming symphony, “C Major happens here,” overlaid on top of a professional image of the symphony.
• 50 Years of Performances - Feature famous and well-known performers who consider the Ohio Theatre, a favorite.
• “Save the Ohio!” A throwback to the campaign that prevented demolition of the theatre in 1969.
• “Where [X] meets [X].” Show the variety of performances through alliteration. Examples: “Where Motown and Mormon meet.” “Where Ben Folds meets BalletMet.”
• “Behind the Curtain” - insight for the community
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• Ohio’s Theatre, Your Theatre • “Welcome” - State theatre - symbol of Ohio, make everyone in the community feel like it is a fun/welcoming place, attractions for them
Big Picture: “It’s here.”
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“It happens here.”
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“A palace for the common man.”
Primary messaging for the 50
Secondary messaging for the
An unspoken message that
year anniversary. Used when
50 year anniversary. Used
defines the visual DNA of
talking generally about the
when talking specifically
the campaign.
venues or the event.
about the events tat take place at the venues.
[Ohio Theatre]’s here. [The 50th Anniversary]’s here.
[Grace] happens here. [Soul] happens here. [Ovation] happens here.
Goals: • Rebrand CAPA for it’s 50th anniversary. • Advertise CAPA 50 to the public with a call to attend upcoming events. • Invite an exclusive audience of donors, actors, staff, and frequent attendees to CAPA Gala 50.
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Process
It’s here.
It’s here and it happens here. But, what happens here? In the over 100 events CAPA holds each year, a variety of performances take place at the theatre, but there are certain words that are universal and can be used to tie all of these events together. The following is a word bank used to complete the phrase, “[It] happens here”:
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Imagination
Heart
Beauty
Prestige
Pride
Recognition
Inspiration
Esteem
Glory
Soul
History
Flair
Awe
Melody
Amazement
Magnitude
Grace
Thrill
Celebration
Discipline
Honor
Festivity
Nostalgia
Awe
Harmony
Triumph
Artistry
Joy
Laughter
Ovation
Craft
Grandeur
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Brand
“A Palace for the Common Man”
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#151515
#4D4D4F
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Deliverables
Fifty Years of CAPA
Ad Series: A series of 3 ads for the general public of downtown and surrounding Columbus. Uses the 50th Anniversary to attract new visitors to the various events being held by CAPA.
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Deliverables
Fifty Years of CAPA
Invitation Suite: A 3 piece invitation suite for the 50th Anniversary CAPA Gala. The invite would be sent to donors, staff, previous attendees, actors, board members and various members of the community, such as the mayor and his family.
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Deliverables
Fifty Years of CAPA
RSVP Landing Page:
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Program:
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Deliverables
Fifty Years of CAPA
Gift Bag:
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Video Spot:
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