St. Ann’s Warehouse

Filling a vital niche in New York City’s cultural landscape

VISIT WEBSITE:

STANNSWAREHOUSE.ORG

Creative partners for 25 years, St. Ann’s Warehouse and Flyleaf Creative have developed a brand that’s all about the layering of texture and seasonal color. Working with St. Ann’s across its four Brooklyn relocations and countless shows, Flyleaf Creative continues to be the design firm that ties together the marketing and audience for this determinedly eclectic and progressive theater. Taking a fresh approach at creative each year based on that season’s theatrical programming, Flyleaf looks to deepen the brand while constantly reinvigorating it, just as St. Ann’s itself does.

SERVICES

  • Branding/Design: All Marketing/Advertising Collateral & Seasonal Signage
  • Design Membership & Capital Campaign Collateral
  • Web Design & Development incl. New Ticketing Service Spektrix Integration
  • Design & Project Leadership for New Venue Signage Program

AWARDS

German Design Awards:

Indigo Awards:

<!–Indigo Award 2022 Gold–>

VISIT WEBSITE:

STANNSWAREHOUSE.ORG

SERVICES

  • Branding/Design: All Marketing/Advertising Collateral & Seasonal Signage
  • Design Membership & Capital Campaign Collateral
  • Web Design & Development incl. New Ticketing Service Spektrix Integration
  • Design & Project Leadership for New Venue Signage Program

AWARDS

German Design Awards:

Indigo Awards:

<!–Indigo Award 2022 Gold–>

The New St. Ann’s Warehouse

In 2015, St. Ann’s Warehouse moved into their first permanent home, the restored Tobacco Warehouse at 45 Water Street in Brooklyn Bridge Park. Flyleaf worked hand-in-hand with executive leadership at St. Ann’s Warehouse, Charcoalblue, Marvel Architects, and artist and sculptor Tom Fruin to bring the historical building to life.

As part of the Tobacco Warehouse’s restoration into a functioning theater and community space, Flyleaf designed exterior signage including the bulkhead sign that sits on top of the building in The Max Family Garden and the custom lightbox structures; primary and secondary interior wayfinding; primary, secondary, and individual donor signage; and ADA compliance signage. We also collaborated with artist Tom Fruin to design the often-photographed colored neon marquee that rests on the Old Dock Street side of the building.

Concept to Design, Season after Season

Stemming from initial season deliverables, we reconceptualize how to bring St. Ann’s internationally-acclaimed programming each year to marketing materials as engaging as the shows themselves. Whether using provided assets or creating new ones, we identify key themes and imagery that makes each show unique while assuring that the “story” of each season flows seamlessly from one to the next.

We then create a full suite of deliverables across all media (direct mail, posters, web and social assets, and outdoor, print, and digital advertising) with a cohesive and now recognizable look for St. Ann’s productions.

Working closely with the client to get a profound understanding of the organization’s needs each year and the decision-making behind their programming, we can more deeply consider ancillary materials used by various departments including development, operations, and marketing. Thorough strategic collaborative thinking goes into every design component we work on — whether for website users, directing guests at the theater, connecting meaningfully with donors, or promoting the newest shows, we design and build out every campaign targeting potential new theatergoers and supporters, etc.

The season culminates in an annual Gala where Flyleaf is involved in conversations from its inception so that the event itself and the promotional materials we design are developed in tandem, maximizing efficiency for this high-revenue-generating event.

 

Spektrix Ticket Integration

Flyleaf designed an entirely mobile-responsive website that reflects the look that is quintessential to St. Ann’s, by offering a fresh take on show-related pages, accommodating more dynamic assets like video and large-scale imagery.

In 2020, St. Ann’s called on Flyleaf to revamp their site again, this time for ticketing integration. St. Ann’s sought a system that integrated more fully with their email and donor databases, allowed for easy backend management, and offered more design flexibility and functionality options like e-ticketing, which they hope to roll out in the near future. All the while, our goal was also to make the customer experience, from entering the site to completing a purchase, seamless.

Working with Spektrix to offer us the functionality we sought and the best technical support, Flyleaf applied technical expertise and design savvy and relied on our team’s own arts enthusiasts to weigh in on best practices for an arts organization’s website.

We redesigned the navigation as entry points to all possible purchase paths, employed a more dynamic calendar interface, streamlined how customers manage their accounts and how St. Ann’s manages that data, and enhanced the visibility of all the key information customers need to easily make a purchase.

Flyleaf managed all aspects of the project including initial technical research, guiding clients through easy-to-understand user flows and mockups that charted our accessibility-optimizing designs, quality assurance, and ultimately, a successful launch in August of 2020.

In the end, we entirely reimagined how ticketbuyers, members, and donors engage with St. Ann’s website, with key consideration for how the pandemic was shifting St. Ann’s work — how they ask patrons for support and how they offer programming.

A Season with Brand New Rules and LOTS of Deliverables

With the COVID-19 pandemic throwing arts organization into flux, St. Ann’s crafted a comprehensive season of programming for Fall 2020 — considerably more than ever before — with the hopes of keeping audiences engaged and artists working. But promoting these events didn’t come without its challenges.

For the first time ever, St. Ann’s was streaming shows weekly, which required our team to innovate how St. Ann’s website was now used: to host public events as well as exclusive, gated member events. Flyleaf’s tasks not only involved designing communications promoting these shows and events, but also offering marketing strategy to pivot towards campaigns that were now solely digital, and researching and implementing the proper technology for the streaming content itself.

St. Ann’s didn’t stop at streaming programming however. Uniquely using all facets of their building — rooftops for weekly pop-up concerts, exterior walls for projecting stunning photographs of activism, and exterior archways and doorways to display vibrant pieces of art — Flyleaf was a non-stop and one-stop shop for signage and digital marketing campaigns including weekly emails, SEM, and social media assets.