CPf SummerStage
OVERVIEWCity Parks Foundation (CPf) reaches more than 600,000 people in New York City through the free arts, sports, and education programs they offer, including SummerStage. Despite their omnipresence, CPf had no public recognition as a non-profit organization independent of the City and State in both structure and funding. Additionally, SummerStage failed to develop as a clear, strong brand which added to the difficulty of increasing donations from private and corporate sponsors. Partnering with ConstellationNY in 2010, and working as Art Director at Modern IDENTITY I worked in collaboration to clarify the brands of City Parks Foundation and SummerStage, and focused on illuminating their need for sponsorship.
RESULT The rebranding program began by reorganizing the CPf and SummerStage websites in 2010. The red DONATE NOW button is used throughout the branding to stress their dependence on donations. After its 2nd year, the new SummerStage brand has secured a multi-year contract with A&T, explanded programming to all five boroughs, and received over 1.7 million hits on their website. After reviewing the 2011 SummerStage design the Director of Marketing and Communications at CPf said "I'm so excited...I think I'm gonna throw up!"
