CASE STUDY – La MaMa [sample]
The Story A SPIRITED EVOLUTION La MaMa was founded in 1961. La MaMa is the place where emerging artists learn from established artists and where artists from around the globe share work and ideas. To date, La MaMa has presented artists from over 70 nations. Each season, over 100 productions with over 400 performances are staged in their three theaters. Audiences from all backgrounds attend the shows. New Junior Designer, Marlon Cole has helped La MaMa with their most recently updated brand identity and collateral material and developed their web presence. The updated look has helped cast an even wider net around an ever-expanding community. BUILDING ON A LEGACY My relationship with La MaMa began through Denise Greber. The original logos, designed by past artists through out the years, were in connection with the La MaMa brand, but being used inconsistently. Their marketing material was not cohesive and their website didn't reflect the depth of the organization's mission. It was the goal of the designer to consolidate the brand one step at a time, to start bringing the pieces together into a cohesive identity. UNIFYING THE BRAND The brand identity was our first project. The original icon had a lot of equity with the funders’ donors, trustees, and staff. Any change from the logo needed to be done gradually. We chose a cleaner, hand typed font, for the corporate identity, allowing us to expand the visual vocabulary of the brand without clashing in new contexts. After resolving the logo, we moved into developing a new stationary system. We incorporated the logo and brought the organization's mission to the forefront, literally. The mission is now printed on the back of every business card. LOGO LETTER HEAD BUSINESS CARD – mission printed on back T-SHIRT – logo tee We've moved into branding La MaMa’s events, which includes everything from creating the event identity to the invitation, EMPOWERING WITH DESIGN The level of investment coming from the design department has made the work with La MaMa very strong. Their active support of emerging artists is inspiring. La MaMa respects the creative process and recognizes the need for challenging, conceptual design work. La MaMa pushes us to produce work that is as bold and direct as it is poetic and inspirational.
La MaMa is dedicated to the artist. Ever since Ellen Stewart founded La MaMa in 1961, our interest has been in the people who make art, and it is to them that we give our support with free theater and rehearsal space, lights, sound, props, platforms, and whatever else we have that they can use to create their work. We want them to feel free to explore their ideas, and translate them into a theatrical language that can communicate to any person in any part of the world. La MaMa is the place where emerging artists learn from established artists and where artists from around the globe share work and ideas.To date, La MaMa has presented artists from over 70 nations. Each season, over 100 productions with over 400 performances are staged in our three theaters. Audiences from all backgrounds attend our shows.
74A East 4th Street (btw Bowery & 2nd Ave) New York, NY 10003 p. 212.475.7710 / www.lamama.org web@lamama.org
MISSION
La MaMa is dedicated to the artist. Ever since Ellen Stewart founded La MaMa in 1961, our interest has been in the people who make art, and it is to them that we give our support with free theater and rehearsal space, lights, sound, props, platforms, and whatever else we have that they can use to create their work. We want them to feel free to explore their ideas, and translate them into a theatrical language that can communicate to any person in any part of the world.
La MaMa 74A East 4th Street (btw Bowery & 2nd Ave) New York, NY 10003 p. 212.475.7710
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La MaMa is the place where emerging artists learn from established artists and where artists from around the globe share work and ideas. To date, La MaMa has presented artists from over 70 nations. Each season, over 100 productions with over 400 performances are staged in our three theaters. Audiences from all backgrounds attend our shows.
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