Branding • Print
The College of Saint Benedict/Saint John’s University Performing Arts Series is a brilliant gem in Central Minnesota’s arts and entertainment scene. The series brings in amazing talent from all over the world and features a wide range of culturally diverse performances. But there was just one problem: to many, the gem was hidden and misunderstood. The series was called Push Play, which contradicted the liveness of the performances. The colleges came to us looking for a revamped name that shined a more authentic light on everything the series had to offer.
Our objective was to create a new theme that celebrated the live energy of the performances and felt inclusive and inviting, not stuffy or pretentious. We also wanted to engage people who may be reluctant to leave the engrained edges of their comfort zone simply because they didn’t know what to expect.
The result is Expect Wow, which plants the expectation of a captivating and entertaining experience. Using a wordmark that includes an exclamation point for emphasis, Expect Wow uses broad strokes of bright colors and dramatic photographs to evoke excitement and engage a broad audience.
The response to the theme has been positive. “Expect Wow has been a really strong match with our work to capture the invitation; meet people at their hesitation; and claim the distinctive, quality experience we have,” said Tanya Gertz, Executive Director of Fine Arts Programming. “It’s fun, it’s very useable and malleable, and we’ve seen our audience use it as a way to define us. The phrase and logo have been a great partner to our arts work in the world!”