The American Globe Center: Branding

The American Globe Center, an ambitious cultural initiative in CT, approached us with a visionary project: to recreate Shakespeare's 1614 Globe Theater in the United States. Our task was to develop a comprehensive brand strategy that would not only capture the essence of this historical homage but also position it as a modern cultural landmark.

Our mission was twofold: to create a brand identity that honored the rich theatrical heritage of Shakespeare's era while appealing to contemporary audiences and supporters. The brand needed to:

Convey the historical significance of the project

Attract diverse audiences, from theatre enthusiasts to casual visitors

Support fundraising efforts and event promotions

Translate effectively across various media, from merchandise to social platforms

We began, as always, by laying the foundation of the brand. This crucial first step involves deep-diving into the who, what, and—most importantly—why of the brand. For The American Globe Center, this meant:

Researching the historical context of the original Globe Theater

Understanding the vision and goals of the project's stakeholders

Identifying target audiences and their expectations

Analyzing the competitive landscape of cultural attractions in the region

This thorough exploration gave us the solid ground on which to build a compelling brand narrative.

Drawing from our strategic insights, we crafted a multi-faceted brand identity that bridges past and present:

Logo Suite: We developed a versatile set of identity marks that work harmoniously across various applications. The primary logo subtly incorporates elements of Elizabethan architecture while maintaining a clean, modern aesthetic.

Color Palette: Our chosen colors pay homage to the rich, earthy tones of 17th-century theatres, balanced with vibrant accents that appeal to contemporary sensibilities.

Typography: We selected typefaces that evoke the elegance of Shakespearean times while ensuring excellent readability across digital and print media.

Pattern Design: We created a series of patterns inspired by Elizabethan motifs, providing a rich visual language for merchandise and promotional materials.

Brand Guidelines: A comprehensive guide was developed to ensure consistent application of the brand across all touchpoints, from website design to promotional materials for future fundraisers and events.

The new brand identity has provided The American Globe Center with a strong visual foundation to support their ambitious goals and has enhanced fundraising efforts by presenting a professional and inspiring vision to potential donors.

We're proud to have played a role in bringing this piece of theatrical history to life in the modern world. The American Globe Center now stands poised to become a significant cultural landmark, bridging centuries of theatrical tradition with contemporary audiences.

To learn more about this exciting project, visit The American Globe Center's website.