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Austin Opera

Drama, stunning visuals, and artwork that transcends language barriers.

the challenge

Breathing new life into an established tradition

After completing a new strategic plan and quantitative audience research, Austin Lyric Opera approached us to rebrand the organization and make the opera more relevant to younger Austinites.

the Solution

We recommended a simple rename to “Austin Opera” to be clearer and more memorable for audiences. We designed a new vibrant logo and visual identity as well as created messaging for promotional efforts. We then replaced costly print advertising with digital and streaming ads aimed at young audiences and devised a social media plan to generate buzz during the season’s opening performances.


On opening night of “Masked Ball” we produced a larger-than-life, custom-welded steel mask featuring 3D projection mapping, and for the second performance of the season, we hired well-known comedy writer Wendi Aarons to take over Austin Opera’s Twitter account. Both efforts led to increased audience and brand engagement on social, and the rebrand and marketing refresh increased both awareness and ticket sales for Austin Opera.