CASE STUDY
Goat Track Theatre
PROJECT SCOPE
Brand Extension
Brand Guidelines
Signage
Marketing Materials
Merchandise
Social Media Graphics
Location
Gold Coast QLD
date
2020
In 2020, Studio Solis was engaged by Gold Coast based Goat Track Theatre. The youth theatre experienced a significant impact to their day-to-day operations during Covid, but were thankfully able to transition to online classes. They realised that in order to survive the challenges Covid presented, they needed to increase their online presence and marketing efforts with the goal of creating community online and reaching new students and families.
Whilst reviewing the business and their brand, and preparing to launch a stronger digital marketing initiative, they realised that their visual branding needed improvement. It was confused, diluted, and had no substance or strategy behind it.
They had a logo, and years of ad hoc, inconsistent collateral to go along with it.
Studio Solis was brought on board to make sense of the visual brand, give it direction, create a system and suite of assets, and create strategic brand guidelines for the theatre (they had never had brand guidelines before this).
We worked closely with the Directors to ensure their vision would come to life in all that we implemented. As passionate teachers with a love of the Arts and children, it was our aim to really elevate the theatre’s branding and capture the essence of who they are – colourful, joyful, expressive!
We explored how we could visually communicate a sense of expression, expansion, fun and courage. We kept coming back to the idea of “colour bursts”, and demonstrated how bursts of colour could be used throughout the visual branding, and how we could create brand codes that further explored this theme.
The client loved this idea and arranged a photo shoot with their students that really captured what Goat Track Theatre is all about. To bring in the idea of “colour bursts” they used coloured powder to create a really fun, unique shoot.
This shoot set the tone for the brand, and confirmed for us that we were on the right track with our creative direction.
The wider Goat Track story came together beautifully once the essence of the business was established. The final deliverables included a suite of brand assets and a detailed 50+ page comprehensive brand book. The brand book documented the theatre’s newfound clarity around who Goat Track Theatre is, why they exist, and how they themselves want to express in the world as a brand.
We created example social media content for Goat Track with easy-to-follow instructions, including what to do and what to avoid. As admin staff would be managing content creation, our aim was provide crystal-clear goal posts so that even a new team member without much knowledge of the brand would be able to create consistent branded content.
At the completion of this project, Goat Track Theatre was well positioned to launch into their digital marketing initiatives, and not only did they do it successfully, they were able to complete all artwork in-house using Canva thanks to the clarity they now had for their visual brand.
We thank Andrew and Louise at Goat Track Theatre for the opportunity to work on such a fun and colourful branding project!
For more information about Goat Track Theatre, visit www.goattracktheatre.com
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