DURANGO ARTS CENTER
MODULAR MILLWORK
The Art of Efficiency
The Durango Arts Center (DAC) is a cultural cornerstone for the Four Corners region, offering arts education, live theater, gallery exhibits, and special events for all ages and ability levels. Established in 1966, the DAC has recently brought in a new leadership team with an eye toward a more vibrant and profitable future for the venerable institution. Medium Rare has been working with the Board, staff, and partner organizations to revitalize brand presentation, operational efficiency, and participation/profitability.
The Challenges:
- Revitalizing the reputation and operational viability of a community cornerstone.
- Working with multiple stakeholders to promote a wide variety of events, classes, and exhibits.
- Identifying and remediating tech bloat while improving internal systems.
The Ingredients:
- Branding
- Research
- Digital
- Tech Audit & IT
- Copywriting
- Advertising
- Promotions
- Social Media
- Environmental
- Wearables
- Photography
Identity
The existing Modular Millwork brand was fractured, with multiple logos employed across marketing materials. We built a new logo that embodies the brand and its basic premise: using strong, structural frames (gray block) in conjunction with adaptable, modular elements (red block) to create personalized, efficient workspaces. We paired the logo with strong, modern type; a new tagline, “Workspaces That Work;” and a visually consistent icon set that defines vertical markets.
Digital & IT
We research, wrote and designed a new collection of print materials to support the sales team while introducing the new brand identity to a larger audience.
We research, wrote and designed a new collection of print materials to support the sales team while introducing the new brand identity to a larger audience.
Environment
We research, wrote and designed a new collection of print materials to support the sales team while introducing the new brand identity to a larger audience.
Collateral
We research, wrote and designed a new collection of print materials to support the sales team while introducing the new brand identity to a larger audience.
The Impact
The bold new marketing program had an immediate impact, attracting new business opportunities as well as potential investors. Our work helped the ownership team achieve their goal of selling the business, enticing and securing a buyer in 12 months (faster than expected) while driving a profitable and satisfying transaction.
