Event brochure with special tagline, “35 Years of Art in Motion”
Alonzo King LINES Ballet
A 35th anniversary messaging guide
Opportunity
To celebrate the ways the organization had evolved (global audiences, boundary-pushing content, interactive experiences) and recognize the ways it had remained true to its mission over the course of its 35-year history.
Solution
A campaign-specific messaging guide to describe the value of LINES Ballet and produce specific messaging direction that:
Clearly described LINES Ballet and differentiated it from other arts organizations
Established LINES Ballet as an iconic San Francisco institution with global impact
Aligns marketing and development activities to maximize fundraising and brand awareness
My role
Messaging development; copy and taglines for brand and event promotion.
The team
Two people (myself and a member of the LINES board of directors).
Process and results
Over the course of just two months, we interviewed board members, dancers, event attendees, and Alonzo King himself. With my colleague focused on external communications and relationship-building within the org, I gathered messaging themes and created guidelines, copy options, and other elements of what would become a new messaging direction for the 35th Anniversary campaign.
above: Work-in-progress interview notes as we searched for themes
