Lyric Opera of Chicago

Across the country, opera companies have historically relied on wide, proscenium images of productions to promote offerings. While showing scale, they are hard for viewers to get into. A new evocative approach to imagery gives prospects an intriguing, emotional way into productions— and sidesteps the ongoing problems of presenting images for shows that have not yet been staged, or images borrowed from other companies. Show-specific typography provides another level of imagery. All is tied together by a strong Lyric framing device.

Lyric’s season brochures—in versions for both subscription renewal and new acquisition—combine “emotional” spreads that reinforce the overarching brand narrative with offering-specific pages. Offerings that were once set apart under separate sub-brands are now incorporated—bringing the more innovative aspects of the company’s work into the fold—to build a 21^st century opera brand.

Program books now serve a variety of purposes. Beyond giving specific show information, they present the overarching brand story, provide “ways in” for prospective donors, and generate excitement around what Lyric is doing beyond the stage.

Entry-level “Friends” communications begin to move annual fund donors toward “investment” and philanthropy.

Mid-level “Patron” communications incorporate key storylines and engage prospective donors as partners and collaborators.

“Benefactor” communications welcome donors to the “family” and make clear that their support is needed to advance a new vision for opera in the 21r century.

Lyric’s new website provides visitors with quick access to what they’re looking for, while reinforcing an overall brand narrative. Based on extensive user testing and user experience exploration, the site makes the complex easily comprehended—and encourages visitors to learn more about Lyric and opera.

Email communications are instantly recognizable: all have the company’s “Montepulciano” borders and the logo integrated with Lyric’s brand frame.

Digital ads in different formats bring forward the evocative imagery associated with each production—as well as each show’s display type font. The consistent brand frame provides glue across ads.