The Story

On the outskirts of Memphis, in Collierville, Tennessee, New Day Children’s Theatre stands for something special. Over the two decades since its founding, New Day has grown to present exceptional programming that promotes inclusion for children of differing backgrounds, abilities and needs. Parents willingly drive an hour or more to attend rehearsals and performances where their children learn under professional artists. So what could be the problem?

The Challenge

Although New Day was founded in values that remain unchanged to this day, their identity didn’t reflect the years of evolution that produced the most inclusive and professional children’s theater programming available. Executive and board leadership longed for a dynamic visual and written brand that captured New Day’s pure spirit and set them apart from the growing competition which often mimicked them.

The Bold Breakthrough

New Day proved more than ready to undertake the deep work to arrive at their new brand. Research showed loyal stakeholders wished to elevate their unique approach along with owning their hard-earned place in producing extraordinary productions. What emerged is youthful, elegant and exciting. A bright, bold and artistic logo lifts us into the stars, while captivating colors and textures set an expectation for joy. Custom messaging delivers vivid descriptions of New Day as a place to grow, shine and belong. New Day’s tagline of “Reach Higher. Shine Brighter.” conveys the purpose in their mission: being a theatre of creative transformation, welcoming young people to reach, grow, discover and shine under extraordinary artists and opportunities.

The Story

At the heart of this cultural organization is an undeniable draw – the gentle and endangered warm-water marine animal, the manatee. A decades-old community and tourism center, the Manatee Education and Observation Center is more than meets the eye but was often overlooked in its powerful mission as an environmental resource and education center fighting for the preservation of Florida’s Indian River Lagoon.

The Challenge

The Center’s origins run deep as a division of the City of Fort Pierce founded by the local power company and supported by a nonprofit foundation. Its lengthy and misleading name promised sightings of manatees that often didn’t show — underscoring the need for a shift in visitor expectation and the need for education to save the river habitat that supports its unique wildlife, including the beloved manatees. Under a new director, the center is destined to new heights with a vision to restore the river the center resides upon, raise new generations of eco-conscious community members and visitors, and revitalize the center’s purpose, programs and facilities.

The Bold Breakthrough

Research showed that staff, leadership and community members were eager to embrace the cultural organization’s more prominent role in environmentalism and the protection of the Indian River Lagoon. A shortened name to Manatee Center removed confusion yet retained the draw and focus on manatees as the welcome sign to learn more about their mission. Colors of the lagoon lure us into tranquil spaces, with lots of visual texture and layers to feel with our sight and senses. Messages focus on eco-education and our place in the protection of earth’s living things and each other. A tagline of Learn at the Lagoon directly reflects new mission and vision statements, carrying the Center far into the future.

The Story

This dynamic youth jazz and orchestra program in the Triangle area of North Carolina was out of tune with their community and knew it.

The Challenge

Their former name, Philharmonic Association, carried a proud tradition of excellence in music education and performance, but left some community members feeling the organization was not for them. Worse, some believed they would not be welcomed there. As an arts and culture program dedicated to student diversity, this misconception was harmful and far from the truth — but an outdated brand reinforced those assumptions.

The Bold Breakthrough

Like a fine musical instrument, a properly tuned brand sings with clear, true resonance. How did Triangle Youth Music find their brand’s new inspired sound? They listened to their audiences, and identified the notes that weren’t resonating. They composed a brilliant score, making their message soar by reflecting their true identity. And they made beautiful visual music with a finely tuned logo and graphic elements which deliver a fresh, artistic interpretation of their style.

The Story

At the renewal of its public arts master plan in 2020, the City of West Palm Beach’s Art in Public Places program longed to build an identity reflective of its public origins but recognized in its own right for its creative role in developing the city’s character and appeal to residents and visitors. 

The Challenge

As a municipal program, the committee battled with former administrations for permission to create a distinctive brand of its own. Under new administration, this request was granted with a goal to associate civic pride, support and advancement of the arts with the new brand. Additionally, the brand was to better engage the public and elevate the status of West Palm Beach as a public arts program among strong cities across the nation.

The Bold Breakthrough

The DRMTM process revealed defining aspects of the committee’s true vision through public art: to be authentic in its heritage yet capture the rhythm of a progressive city; to create unity and inclusion by promoting diversity; and to invite all citizens to be part of shaping the future character of the place they live and enjoy. The logo carries the fresh citrus and water colors of the city’s palette, yet stands on its own as a vibrant and alluring image of a destination city and the openness of its creative process.

The Story

After 17 years, a small Los Angeles theater called CRE Outreach was at a critical juncture in their growth journey. As a niche program providing creative theater access to the disabled, veterans, and low-income youth, their move toward a rebrand (and a name change!) was anxiety-producing. How would they solve a name and identity crisis to build a larger community while retaining the devotion of their existing family of supporters?

The Challenge

The problem wasn’t a lack of focus, passion, or capacity to grow, but a complete disconnect between the brand’s flat, ambiguous persona and the infectious drive and dynamism of its people, programs, and followers. It was important to capture the vital qualities of its trailblazing Blue Door theater and creative art programs that break down barriers to diversity, equality, and participation. We got to work. After gathering research data from their donor community to inform the success of a rebrand, our team was determined to bring out the organization’s undeniable energy, caring nature, and artistic edge, beginning with a new name: ArtsUP! LA.

The Bold Breakthrough

Building on the excitement and energy the team was feeling, DRMTM turned their attention to the brand specifics of the logo and messaging. The resulting colors, fonts and elements are a genuine reflection of their belief in unlimited possibilities for anyone — and their resolve to change how the arts are presented and experienced. This concept made it right into the new brand, with Unlimited Possibilities adopted as the tagline and the letters UP reflecting the same in the logo mark.

The Story

This wildly innovative and internationally-streamed chamber orchestra in Houston, Texas was all for shedding its hometown image to craft a brand that showcased the curious and brave identity of its artists and audiences.

The Challenge

With a history of serving the River Oaks area as an intimate performance orchestra performing in local venues, ROCO battled to create its avant-garde niche within communities also supporting the Houston Symphony. The unique and barrier-breaking vision of ROCO needed a modern visual update that captured their accessibility and a clear message that built upon their concept of “the most fun you can have with serious music.”

The Bold Breakthrough

Research revealed the gaps between traditional and contemporary music-listening audiences, informing some hard decisions to be made related to audience focus and future building. With authentic connections and experiences the ultimate choice, ROCO’s updated brand underscored their vanguard approach to their mission and music – an all-in dedication to living and diverse composers, profound connection between artists and listeners, and high-tech access to classical music experiences that move our souls.

The Story

This small community theater wasn’t small at all in its ideas that the stage allows actors to explore life while learning the craft and encourages growth in a safe, open space. Their focus is inspiring participants to care for the community and engage in social issues through the stories they present. The theater also hosts a more traditional children’s program but instills the same social focus of exploration and acceptance within a supportive, sharing environment.

The Challenge

Maplewood Playhouse plays in a crowded space of numerous local community theaters but is set apart in its philosophy, which deserves the center stage spotlight. A very outdated, childish logo couldn’t come close to representing its forward-thinking  focus on personal growth through the process of acting and performance. A stale tagline did not distinguish their unique outlook of promoting inclusive and socially conscious programming that nurtures personal, professional and social growth.

The Bold Breakthrough

Inspired by the seeds, growth and strength of their namesake maple tree, a visual direction of bold, fresh colors and graphics brought new life and power to their formerly traditional take on theater. Chunky letters and fun fonts brought playbill-worthy headlines into play. Direct, cause-driven language brought a mission and message forth to bear fruit: We cultivate community theater for actors and audiences that nurtures creative intelligence, personal growth, and an enlightened appreciation of art, self, and others.

The Story

In partnership with Cultural Planning Group, DRMTM was engaged to support this California city’s Community Cultural Plan. Directing the conceptual, artistic and narrative tone of their plan document, DRMTM thoughtfully captured this Sonoma community’s story and recognized its people’s collective hand in developing an arts plan to guide its vision for decades to come.

The Story

Once ArtLife WPB was fully branded under our process, DRMTM worked with the program’s director on their next important project: the update of their Public Art Master Plan. Instead of delivering the research and narrative aspects our team provided in a traditional white-paper report, the Master Plan itself was designed to leverage ArtLife’s new bold brand and establish a level of quality for people encountering the ArtLife WPB program.

The Story

As Cedar Rapids, Iowa, neared completion of its community research and engagement efforts with Cultural Planning Group, their goal was to present their new Public Art Plan in a manner as engaging as the journey along the way. DRMTM was asked to bring their work to life in a published plan that reflects the cultural spirit, authenticity and opportunity that is a natural result of Cedar Rapids’ special people and place.

The Story

Goshen County, Wyoming, wears its new bold brand as big as the great western sky. Derived from tradition and heritage, Goshen’s colorful way of expressing life is unmistakable —  compelling residents and visitors alike to revel in the experience. Goshen County partnered up with DRMTM to align their new brand with goals for a growing public art program. The result? An on-brand community guidebook designed and messaged so that anyone reading it can understand and engage in the public art process. Sharing art with the people? That’s DRMTM’s joy.