In 2003, Design Farm and Hale Centre Theatre raised the curtain on a brand identity that’s been receiving rave reviews ever since. What began as a logo continued into a website, collateral, production titles, capital campaigns and eventual environmental graphics for a new state-of-the-art theatre. During the time we’ve been with the crew, HCT has become the most attended community theater in the entire U.S. And, during a year when pandemic precautions changed the theatre experience, we auditioned something new. A proprietary digital program now brings beautiful, multimedia richness to patrons and advertisers alike. Plus, it’s saving Hale Centre Theatre a cool $120K in annual printing costs. Photography by Derek Israelsen, Skylar Nielsen, Mitch Meyer, and Doug Carter.
Hale Centre Theatre
Logo, visual identity system, collateral, website, social media, signage, animation
Without a doubt, 2020 was a bad year for the theatre industry in general. But it was also a year to rethink, retool and reevaluate best practices. Design Farm hustled to the aid of our friends at HCT by creating our own digital program (don't call it a playbill—that's trademarked), to help patrons feel safer in the theatre while giving sponsors their due credit. The platform stuck. It's a web-based, timely alternative to the traditional printed program. You can check it out here. Best viewed on your phone. The same platform can be customized for any production. Learn more at theprogramcompany.com.
We believe that great design has the power to arrest the eye, engage the mind, and grow brands—simultaneously. We believe a powerful brand is a relational experience. It is the point of intersection where the offering of the company jives so intuitively with the needs of its human audience, the two have an instant connection with each other. And not just once, but over and over.