FROM GALLERY OPENINGS TO GORGEOUS GALAS.
As the original home of the city’s Contemporary Arts Center, The Center is deeply rooted in design. From the high ceilings and unique light fixtures to the 15,000 square feet of shining hardwood floor, the space is the perfect backdrop for completely unique events—but The Center’s bookings weren’t matching up to its potential. Their team asked Hyperquake to help solidify their key consumers and mission in the form of a Brand Core, which would become the strategic and emotional foundation for a fresh, compelling brand identity.
Our discovery process began with an audit of regional event venues. The Center hosts three primary event types—weddings, social gatherings and corporate events—which became the structural skeleton around which we built three Aspirational Consumers, key personas representing The Center’s broader desired client base. As we constructed these personas, they provided direction for the tone we would take as we continued to develop the brand, informing The Center’s new strategic positioning, verbal messaging and visual style. The competitive audit also revealed the “blank canvas” as a key differentiator for this space; as a former museum, its expansive floorplan and broad menu of décor vendors permit The Center to adapt, night after night, to any creative vision.