Hudson Valley Shakespeare: Visual Identity
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hvshakespeareAn Identity for HVS’s Present and Future.
In designing HVS’s new visual identity, we conducted a broad exploration of logos informed by their core values and vision. Ultimately, we arrived at a design that uses forms from the architecture of their new permanent home and the surrounding landscape. The full branding system we developed includes a vibrant color palette and pattern system drawn from the natural landscape at HVS, leaning into how much the organization embraces its natural land and commitment to sustainability.
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hvshakespeare
“What’s In a Name?” Well, Everything
After exploring many options, our research and discussion also led to recommending the simple but significant change of dropping “Festival” from the Hudson Valley Shakespeare Festival name. This was an organization at a tremendous new phase, growing to meet the needs of a new generation of artists and audiences. We knew that the name change would be essential in allowing for new perceptions of the organization as they moved into a new permanent-structure home and strove to create programming that may extend beyond their typical season. The decision to go from “Hudson Valley Shakespeare Festival” to “Hudson Valley Shakespeare” may seem like a simple one, but it was not a decision made lightly, nor was it recommended without data to support it. Our naming explorations also included ways to account for the on-site restaurant and its relationship to the theater.
Every Decision, Well Informed by Research
Our process for reimagining Hudson Valley Shakespeare Festival’s identity began with a thorough R&D period which included an extensive review of materials created by the organization, diving into the history of their work and brand, and data collection via stakeholder interviews and questionnaires. The latter especially helped us understand perceptions of the organization and their communications, feelings related to HVSF’s name, and what challenges existed in the renaming/rebranding process — all while hearing from individuals who work with, partner with, or patronize the organization, in their own words.
Impetus for the new identity stemmed from the organization embarking on a new era with a new home in Garrison, NY, and a gorgeous new permanent theater being designed by Studio Gang. Our research was complemented by early studies, geographical data, and even renderings provided by the architects, all of which helped inform our understanding of the history of the land and region and the organization’s goals for the future.
To understand HVSF’s opportunities for differentiation and growth, we researched the competitor landscape locally, across the USA, and internationally. We evaluated those visual identity systems and charted how HVSF compared in every category.
Takeaways from all of these helped us distill the brand’s values, characteristics, and mission to create a brand platform which, along with the brand essence and the tagline: “Nature at Play,” would act as a touchstone for redesigning their brand.
