Since 1991, Global Arts Live (formerly World Music/CRASHarts) has presented a dynamic mix of music and performing arts to the greater Boston community. As the organization concluded its 25th anniversary season and completed a new strategic plan, it was poised to increase visibility and impact. The organization engaged Minelli to lead the development of a new name and identity that is as powerful as its work.
At the time Minelli was hired, the organization was in the last stage of a comprehensive audience research initiative that looked at existing and potential demographics and opportunities for growth. Minelli supplemented that research with stakeholder interviews and a survey to better understand existing audience perception and organizational strengths. The resulting brand strategy clarified and focused the organization’s unique attributes and important role as a trusted presenter and curator of contemporary global music and dance.
The new name and new visual and verbal tools grew out of the brand strategy. By putting the spotlight on the name and embracing a bold color palette, the new identity buzzes with energy and movement. The rebrand shines a light on the important work they do and helps ensure that they will thrive, grow, and continue to produce performances that shape our world.