Attracting support for a cultural landmark
Free Shakespeare in the Park, hosted by The Public Theater, is one of New York City’s most iconic cultural experiences, but the storied open-air venue in Central Park hadn’t had any meaningful upgrades since it opened in 1962–and it required significant funds to do so. Big Duck developed a brand and materials for The Public Theater’s capital campaign: Forever Public to inspire donors to invest in a $180 million revitalization effort to ensure that millions of New Yorkers and visitors have access to extraordinary theater for generations to come.
Sharing a dramatic vision
The Public Theater needed an iconic and evocative campaign brand, independent from but connected to their seasonal marketing looks and primary brand identity, to invite donors to support The Public’s democratic vision of free and accessible theater. Big Duck’s work began with crafting a name that distilled the effort’s ethos: “Forever Public”. And to accompany that name, a rallying cry for support: “Free. For all. Forever.” A custom Forever Public logo lockup differentiates communications from production-specific promotion, and demarcates the campaign as an extraordinary moment in time.
All the world’s a stage
For the campaign look and feel, we developed a sensorial, layered, and unapologetically maximalist visual brand identity to channel the nostalgia and embodied experience of outdoor theater on a summer night in the heart of Central Park. A set of flexible branded spotlights or stamps play a supporting role, connecting to natural elements found in the park, flowers from The Public’s groundbreaking production of Hair, and the architecture of The Public’s physical locations in New York City.
