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Stagecoach: Creative Courage For Life

Client: Stagecoach Theatre Arts
Brand: Stagecoach Theatre Arts

We created a new identity and articulated a clear purpose for their 600+ theatre art school franchise network.

Stagecoach wanted to energise its brand. The business has been teaching performing arts since 1988 and their competitors were gaining market share by appealing as the more contemporary offer. To solve this we produced a new brand and positioning to engage parents and kids.

The platform we created is called Creative Courage For Life.  This focuses the business on its strongest asset, child development, highlighting the importance of creativity in the defining period of a child’s life. Creative Courage for Life sits at the core of the business - focusing all comms on how theatre arts can improve a child’s confidence and self-expression in building their future. 

Over the course of the last two years, we have applied this new identity across all of the business. We’ve designed everything from syllabuses, stationery, apparel to banners and online branding. To complement the new identity we also produced photography to ensure all collateral and content were consistent with the new brand look and feel.

To launch the new brand and platform to the public we created and produced a cinema ad to be shown before the start of the new school year. We led a nationwide casting process auditioning real Stagecoach students for our lead actors, whittling it down to 4. We also created additional content about what Stagecoach meant to each them. The films are now on YouTube with the main advert gaining almost 1 million views.

We continue to support Stagecoach with their retention strategy by developing new ways to help keep parents and children engaged with their development.

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