BRAND REFRESH & GUIDELINES - WINTER 2020
The Meridian Arts Centre
Client Context & Objectives
The Meridian Arts Centre, a cherished non-profit theatre, has long been a cultural cornerstone of my community, hosting a variety of performances and events. However, despite its long-standing presence, the theatre’s branding was in need of a refresh to better reflect its evolving mission, broaden its appeal, and strengthen its connection with both existing patrons and new audiences. The goal of this project was to create a modern, cohesive brand identity that could be applied across various touchpoints, from marketing materials to event signage. Additionally, the project aimed to provide clear, comprehensive brand guidelines to ensure consistency in how the theatre’s identity was presented moving forward.
My Involvement
The project involved me developing a brand refresh for The Meridian Arts Centre, focusing on creating a new logo, brand elements, and a complete set of corporate guidelines. The project began with thorough research to understand the theatre’s mission, target audience, and competitive landscape. I conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats the brand faced, and used this information to inform my design decisions. This research was followed by the creation of a detailed research paper, which included a project statement, marketing message, desired position, and creative strategy, helping to shape the direction of the brand refresh.
The Design Process
The first step was to develop a new logo and supporting brand elements that would modernize the theatre’s visual identity while still honoring its history and community roots. Through multiple iterations and peer feedback, I refined the logo to reflect a more contemporary, dynamic feel, while ensuring it was versatile enough to work across both digital and print mediums.
The brand guidelines document not only included design elements but also outlined the theatre's marketing message, target market, and desired positioning within the community. The research and feedback process was integral to refining my approach, ensuring that the brand refresh was both thoughtful and purposeful in addressing the theatre’s goals.
Outcome
The final result was a complete brand refresh that modernized The Meridian Arts Centre’s visual identity while maintaining its community-focused essence. The new logo and design elements were clean, bold, and professional, ensuring the theatre’s brand would resonate with both its long-time patrons and potential new audiences. The corporate guidelines provided the theatre with a clear, practical framework for consistently implementing the refreshed brand across all touchpoints, from print materials to digital platforms. Through this project, I gained valuable experience in branding strategy, design execution, and the importance of research-driven decisions, all of which would hopefully contribute to the theatre’s ability to better connect with its community and continue fostering a love for the arts.