Catapult Opera has a bold mission: to secure the future of opera by expanding the genre and creating a new generation of opera lovers. But as a startup, its disjointed marketing, a clunky website, and a scant brand identity made it difficult to attract the institutional donors, established opera goers, and newcomers — the audiences the company needs in order to grow and thrive. Enter Thinkso. We rebuilt the brand from the ground up, refining the logotype and fleshing out a new visual and verbal identity designed to resonate with all audiences — and, importantly, signal a sophistication and depth that reflects the opera company’s artistic integrity.
“Creating a brand identity that engages both existing opera lovers with discerning tastes and a new audience eager for more inclusion and modernity is no easy task. Thinkso exceeded our expectations.” Neal Goren, Founder & Artistic Director, Catapult Opera
Core brand elements
To convey Catapult’s desire to move the opera forward and create a sense of motion, we used italic and reverse italic typefaces in headlines and other key typographic moments.
The arc motif is another central element (mirroring the trajectory of a released catapult). It’s used to create frames for photos and color and to energize layouts — and at times, even as an icon. The look is elegance with energy — and certainly not the stuffy, institutional image most often associated with classical music and opera.
Website
The website showcases the energized typography and prominent arc, animating it to reveal and frame artwork for the newest production. The user experience is tuned to the pulse of what’s new at Catapult, driving viewers to view short digital operas, plan to see a live performance, or dig deeper into what’s behind the scenes.
We helped Catapult refine its mission statement to better capture the organization’s differentiators and value proposition. Tooling the tagline, “Opera Uninhibited,” we gave them a super compact way to signal that they are revolutionizing the genre.
Donor brochure
Raising Catpult’s profile with donors was a key objective of the rebrand. The donor brochure combines future-forward design with clear, compelling editorial to position the organization as a premier opera company — one that does not compromise on quality while opening up the canon and truly innovating.
Out-of-Home Advertising
Simple yet bold typographic and geometric gestures complement and energize dramatic production photography, creating a clean contemporary experience that’s also emotional and intimate.
Social
Templates and flexible design assets for regular social posts and campaigns make it easy for Catapults’s small staff to promote the mission, create interest around new productions, and connect with younger, non-traditional music and theater audiences.
Thank You and Pledge Cards
In our digital world, real-life pledge cards are still essential for the in-person cocktail parties and dinners where performing arts organizations do so much of their important fundraising.
Header image photo credit: Ian Douglas Photography