CHANDLER, Ariz. – April 2, 2019 – Chandler Center for the Arts unveiled its new, visual brand identity at its annual Member Mixer, on Sunday, March 24.
The new brand identity is the result of an extensive strategic marketing project for the Chandler Center for the Arts, made possible with funding from the Virginia G. Piper Charitable Trust. The project included multi-pronged market research analysis of current audiences and non-attendees with 3,800 community surveys, 12 focus groups, internal data analysis and third-party marketing assessment. The findings were used to develop a tactical and strategic marketing plan for Chandler Center for the Arts to increase attendance and program participation, as well as enrich its brand recognition and perception.
An updated look for the Chandler Center for the Arts was among the recommendations made in order to have an image that reflected the dynamic space that the Center had become in the community.
Laura Schairer of Audience Magnets, an Arizona-based firm specializing in performing arts marketing, was the consultant on the marketing project, with Surale Phillips, Decision Support Partners, Inc., overseeing market research, Rodd Whitney of Cause Design creating the new graphic identity, and 4 x 3 Design developing the Center’s new website.
The revolving “C” in the new brand design comprises the encircling warmth of the community, the Center’s function as a central gathering space at the heart of Chandler, as well as the Center’s unique design with three revolving theaters.
The new logo also alludes to Chandler’s origins, founded amongst rows of agricultural canals and now residing in the grids and circuits of today’s high-tech industries. The logo is a multi-layered symbol, a moving representation of the Center’s history, the future and the special place in the city.
“Chandler is growing at an astounding rate, evolving from our city’s agricultural roots to the high-tech hub we are today,” says Michelle Mac Lennan, General Manager at the Chandler Center for the Arts. “We are proud the Chandler Center for the Arts is such an important part of the community, a place for residents and visitors alike to gather, enjoy a rich variety of performances and discover new cultural experiences that form lasting memories with friends and family. We are thrilled to have a new look and the communication tools we need to reflect our place in the community and better communicate with all who enjoy the Center.
The new brand launch coincides with Chandler Center for the Arts’ 30th anniversary, being marked with celebrations throughout the upcoming season. The Center is also embarking on capital projects to enhance the patron experience. Renovations include state-of-the-art lighting, sound and projection systems, upgraded lobby finishes, and new signage.
“The 30th anniversary was an ideal time to move forward with a fresh new look and upgraded amenities,” says Mac Lennan. “These improvements reflect who we are as a performing arts center and what we offer to our patrons, volunteers and the community at large.”
The new brand identity can be seen on the website and in new print materials. It will be incorporated into exterior and directional signage throughout the coming year.
About the Chandler Center for the Arts
The Chandler Center for the Arts is an engaging, welcoming, innovative space serving a diverse community. Located in the vibrant center of Downtown Chandler, it is a continually evolving location for all of us – using creativity and inspiration to bring people together through performances and exhibitions. Chandler Center for the Arts is a place that connects people - to our families, our friends, our cultural identity, to others and to ourselves.
For more information about programs, performances and exhibitions, go to chandlercenter.org.