The Sheldon
Role: Creative Director / lead writer
My agency’s longest-standing client, a historic hybrid music venue/art gallery, was finally ready for The Works. A rebrand + fresh site, plus whip-smart positioning that stands up to a world at war with creativity. What unfolded was a bastion of brand strategy and work that explodes with joy (and a Webby nom).
You gotta eat your vegetables. And in most cases, that’s doing the strategic legwork. We held an intake session with key stakeholders and The Sheldon’s ridiculously kind Execution Director. I love these days because I get to play Brand Therapist.
After, I trundled back to my desk and wrote this matrix. It is positioning and the sneaky beginnings of brand language. The coolest part? In it are three simple words that encapsulate everything I’d heard from the client. “Arts without borders” sparked all subsequent branding and even the homepage’s borderless functionality. It became their tagline and started to influence the kinds of shows they invite to their storied stage.
Press play and check out the dynamic logo system the team created to represent The Sheldon’s expertise in music, visual arts and community education.
Logo system in application.
About page tour
Venue Rental page tour
Website and branding sizzle vid if you’re craving a holistic look at how it all hangs together ✨
I named their 2020 season Shaping Sound and got to see the new branding come to life in other applications. 🎶