WHERE WE STARTED.
With The Peace Center, we began practically at the beginning. Gibbons | Peck has worked with the performing arts center for two decades. And we've helped the brand evolve from its original "pure sophistication" brand to an excitement brand.
In the most recent iteration, as the brand has matured along with the community, we were charged with infusing a bit more sophistication back into the brand, concurrent with a substantial capital expansion and re-envisioning of some of the institution's programs.
The brand continues to be the premier venue in the region for the world's finest performances and Broadway productions, as well as the home of Greenville's top performing arts organizations. However, the recent capital expansion provided a broader variety of meeting, performance, rehearsal, and educational spaces. This expansion provided the opportunity for The Peace Center to embody its role as the center of cultural life in Greenville, economic development asset, and architectural focal point of development along the Reedy River.
THE BRAND CONCEPT.
"The Place for Everyone.'
Beginning with the bold architectural statement, with its variety of indoor and outdoor venues, the brand is updated with elements that pick up the colors and textures of the place itself. Soaring glass walls and dramatic angles are reflected in transparent design elements. The colors of the brand pick up the sophistication of the new architecture. And consistent with the dramatic sight lines of the lobby, the re-envisoned brand looks for ways to be interactive.
HOW IT TURNED OUT.
The curves, colors, and styles of the new brand have been applied to collateral materials, direct mail pieces, lobby signage, eblasts, and online elements, including the new website. The massive walls of glass that connect indoor and outdoor spaces around the lobby also provide for large-scale window graphics, which have been employed for blockbuster shows such as Lion King and Wicked.