A strong professional image and brand for Laban dance company

By Alex Beech

SUMMARY

In an environment where arts and cultural organisations are competing with factors including developing new audiences and gaining funding, it is increasingly important that we create, present and manage a strong and professional image equal to those in the corporate sector. Alex Beech looks at the process of creating, managing and presenting a strong professional image for Laban.

There are many reasons that an organisation may want or need to re-brand – ours was simply that we were facing massive changes inside and outside the organisation within a relatively short period of time. We wanted to meet these changes with a strong and unified organisation and to express that by having the whole organisation supporting a new brand image and therefore a new era in the history of the organisation.

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Resource type: Case studies | Published: 2013