Brand Development
ArtsUP! LA
Our Mission: ArtsUP! LA is a bridge between professional theater and overlooked communities. Our stage ignites artistic expression, fosters human connection, illuminates understanding, and brings diverse artists and audiences of all mind, body, and life experiences into a shared place of unlimited possibility.
Our Vision: ArtsUp! LA is building a community where the creative expression of diverse people opens minds, transforms lives, ushers in equality, and changes how the arts are presented and experienced.
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 was 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 programs that break down barriers to diversity, equality, and participation. After gathering data from their donor community and participants to inform the 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.