The Emporia Granada Theatre is a Spanish Colonial Revival theatre that was built in 1929. In 2009, it underwent a complete restoration to its original condition. The theatre regularly hosts live music, events and weddings. We were brought in to update the visual identity to work in the digital age and create a new website focusing on events and ticket sales.
The Brand
We began the project by focusing on the theatre's audience and their attributes. By matching the Granada Theatre's core strengths with their ideal audience, we were able to create a brand strategy that focused on the most profitable parts of the business and increase attendance. We repositioned the theatre in the local marketplace and created personas to guide future marketing efforts.
The Visual Identity
The purpose of the project was to update the identity of the Emporia Granada Theatre to be more legible and usable in a modern digital world, but maintain a historic feel.
The Emporia Granada Theatre's identity visually portrays the core values of the theatre; the history, the beautiful elegance of the architecture, and the excitement of a premiere. This identity is a visual shorthand for the Granada's customer's expectations.
While the original logo wasn't necessarily misaligned with the Granada's brand, it was very hare to use, often illegible, and not very functional on mobile devices. the new identity allows the Granada's audience to better connect to the brand on an emotional level.
In order to keep the brand consistent, we created a custom font for the theatre to use.
The Website
While we had to continue using their existing ticket-sales software, we completely rebuilt the website using the hierarchy from their brand strategy. By emphasizing the events and products that are most profitable for the theatre, we were able to put their website to work for them.
Hospitality and Retail businesses that we have worked with
