The Long Center, Austin’s world-class performing arts center located in the heart of downtown, debuts a new brand and message to ring in its 10th anniversary. This campaign is the culmination of a year-long research and development initiative to identify a renewed vision for the center to set the course to further expand its impact on the community for the next 10 years and beyond.
The Long Center underwent an intensive rebranding process, in partnership with local independent ad agency Archer Malmo, to better understand its current audience, its perception, and how it could more fully serve the city. The first step was to survey a broad array of the community in which over 1,500 Austinites took part, and the results were both affirming and revealing. Through research and discovery, the Long Center identified these main pillars that are now the newly reflected brand values: community as the cornerstone of its purpose; diversity in programming; and a commitment to the live arts.
The collective vision going forward is to cultivate remarkable entertainment and live arts that truly reflect the diversity of perspectives in the Austin community. This commitment is taking shape in current Long Center programming with the incorporation of additional musical acts, like The Avett Brothers, José González, and Black Violin; high-profile speakers such as Annie Leibovitz, Neil deGrasse Tyson, and George Takei; and dynamic family shows for audiences of all ages such as the Golden Dragon Acrobats, Cirque Éloize, and Paw Patrol, to provide the widest variety of entertainment and live arts in Austin. The 10th anniversary year will also continue with the Long Center’s popular free community events during the summer and a special public celebration day scheduled for fall 2018.
“Throughout this process, we have been surprised and enlightened by the feedback we received – it inspires our vision for the future and now shapes our promise to our community,” said Cory Baker, President and CEO of the Long Center. “The landscape of Austin is changing in many ways and so are we. The most immediate changes you’ll see are in our programming, wherein we’re diversifying in order to set the stage for the next generation of artists. We’re taking inspiration from the city as a whole and creating new invitations to come visit us at the Long Center. All of which shows that we have saved you a seat on ‘Austin’s Front Row.’”
The campaign will roll out across a variety of channels throughout the year beginning with the 10th Anniversary Celebration on Saturday, March 3, with a Gala event featuring The Avett Brothers and Asleep at the Wheel at 8 p.m., followed by a festive After Party.
The new, integrated brand campaign will serve as a re-introduction of the Long Center to current patrons and newcomers alike, with inspiration taken from the city itself – Austin’s skyline, its residents and neighbors, and the Long Center’s iconic terrace, characteristic columns, and breathtaking view.
The campaign will also unveil a unique font that could only be created here in Austin. The Long Center will share a first-of-its-kind community font as the premiere font for the brand. By taking a collection of more than 500 handwritten script samples from Austinites, the Long Center worked closely with a typographer to aggregate the handwriting samples and develop a font that truly represents the community, who we hope will help us tell the story of the next 10 years.
For more information about the Long Center, please visit thelongcenter.org.