The Young
In Whitewater, Wisconsin, a cultural gem was ready for its next chapter. The Young Auditorium, a beacon of creativity since 1993, sought a brand refresh that would honor its roots while positioning itself for the future. Our team was entrusted with crafting a visual identity that strikes a perfect balance between small-town charm and contemporary appeal. Starting with a simple name change.
We began by developing a brand story that blends nostalgia with innovation. At the center is a bold, retro-inspired logotype for "The Young," complemented by a series of circular badges that prominently feature the center's location and establishment date. This design approach pays homage to the institution's history while giving it a fresh, modern edge.
The visual language we created extends beyond the logo. We introduced a cast of playful illustrations depicting musicians, performers, and whimsical characters that capture the spirit of the performing arts. These illustrations, rendered in a limited color palette of black, white, and vibrant accent colors like teal and orange, add a layer of warmth and approachability to the brand.
Our copy strategy focused on highlighting The Young's unique position in the community. Taglines such as "A home for big shows in a small town" and "We're Goin' Big Timin'" emphasize the center's ambition and its ability to bring world-class performances to Wisconsin. This messaging strategy helps to position The Young as both a local treasure and a cultural destination.
The refreshed brand identity was applied across various touchpoints, including banners, tickets, promotional materials, and a newly designed website. The result is a cohesive visual system that works harmoniously across all platforms, appealing to both longtime patrons and new audiences. With this rebrand, The Young Performing Arts Center is well-equipped to continue its mission of enriching the cultural landscape of Wisconsin for years to come.
