arts emerson


visual identity


Reshaping Boston’s cultural landscapeEmerson College hired Minelli, Inc. to develop a brand identity for its new performing arts organization. With the ambition of reshaping the cultural landscape in Boston, Emerson College was preparing to launch innovative public programs in the heart of the city’s historic theater district.We developed a brand platform that reflected their vision of bringing the most vital and exciting performances from across the globe to the Emerson stage—performances that would otherwise never appear in Boston. The creative work—along with the new name, tagline and messaging—became the foundation for launching the organization from scratch. In its inaugural season, ArtsEmerson sold more than 50,000 tickets and raised nearly $2.3 million in revenue.