Summer Never Sounded Better
As the only performing arts venue in a national park, Wolf Trap offers a unique outdoor experience but their look was stuck in the 70’s and interest was low among younger audiences who saw Wolf Trap as predictable and dated. The creative team’s challenge was to inspire them to take a second look. The first step was an iconic new logo and bolder design scheme that better highlighted new acts and captured the raw emotions of the concert experience.
Logo/Identity Design: Kaleena Porter
In addition to the visual refresh, we re-imagined Wolf Trap’s brand architecture to better support two separate yet related goals; Celebrating the arts through performances, and Cultivating the arts through educational programs and fundraising. By bringing both together under the new brand identity and messaging structure, they could feed off one another and encourage trial and cross-promotion.
Finally, we re-imagined how Wolf Trap engaged with its audiences by streamlining the ticket pre-sale experience to build more anticipation, by rethinking their media mix, and by exploring emerging channels to encourage sampling and sharing.
Thanks to the new look and more unified brand architecture, Wolf Trap broke their single-day ticket sales record, while also boosting memberships by 20% in the first year.
My Role: RP3 Agency Founder/CCO/Copy Art Direction: Jamin Hoyle, Photography: Sam Hurd, Production: Cerebral Lounge, DC
