Creating and overseeing the total branding for a theatre company that presents over 300 performances of 15 different productions annually.
Repertorio Español (New York City)
Print, Digital, Environmental, Broadcast
Ongoing since 2012
The core design team consisted of Rafael Esquer (Alfalfa Studio, New York) and studio designers, Edgar López and Daniel Martínez (Repertorio Marketing Manager)
Project brief Repertorio Español was founded in 1968 to introduce the best of Latin American, Spanish and Hispanic-American theatre, music and dance in distinctive, quality productions, and to bring theatre to a broad audience in New York City and across the country.
The Company presents a rotating repertory of 15 different plays, musicals and dance concerts in over 300 performances every year. Its productions are seen by over 50,000 people annually and on tour at its home, the historic Gramercy Arts Theatre.
Repertorio was looking for a creative partner to help with all of their marketing needs across different media and creative disciplines.
Through the years, Repertorio Español has always adjusted its programming and marketing to reach recently established immigrant groups. Demographic change was typically brought about by the influx of new immigrant groups into New York’s Hispanic community. Today, the greatest change is being brought by the offspring of those immigrants: second-and-third- generation Hispanics.
In selecting their agency of record, Repertorio had twofold goals, one: Evolve the Repertorio brand while keeping intact the rich legacy the existing brand, and two: appeal to the growing segment of their audience, that is second-and-third generation Hispanics. According to the Pew Research Center, “the U.S.-born children of immigrants are emerging as the largest component of that [Hispanic] population.”
Alfalfa Studio created and implemented brand guidelines, assigned official typographic families, established usage, standardized color palettes, and generated sets of templates for print and online needs.
Additionally, Alfalfa put into practice project management tools, selects vendors, and supervises all printing and production.
The Company had an existing graphic identity yet the overall brand was inconsistent. Each individual communication piece was created isolated therefore when seen all together, the overall branding appeared uneven and confused.
Alfalfa Studio has been Repertorio Español agency of record since 2012. We have successfully developed internal and external communication solutions including: Email templates, special email announcements, annual reports, monthly newsletters, annual gala fundraising event marketing materials, annual holiday appeals, special premieres and new programs print collateral; marketing materials to promote their productions such as postcards, invitations, playbills, lightbox posters, newspaper and magazine ads, and television spots. Alfalfa Studio provides the project management for every single piece from beginning to end, being responsible for the initial concept, graphic design, production, printing coordination.
Our wide range of capabilities, impeccable craftsmanship and streamlined process have made Alfalfa Studio a well-suited creative partner to help Repertorio’s Marketing Department with all its design and communication needs.
Our key working philosophy is simple and straightforward – we provide world-class service and high-impact communication solutions with a relentless commitment to achieving Repertorio’s goals.
We take great pride in what we do for Repertorio Español, and our portfolio is a direct reflection of the success they have experienced over the years.