Changing perception of opera in Columbus
Opera Columbus set out to reshape how audiences perceive opera, breaking down tradition to create a fun, innovative and unexpected form of entertainment that reflects the young, vibrant and diverse city in which we live. Since 2019, I have supported this vision by developing the visual direction for each season and bringing the brand to life across a wide range of touchpoints.
ClientOpera Columbus
ServicesArt Direction
Campaign Development
Motion Design (After Effects)
Print & Digital Design
Event & Gala Design
Insights
Research conducted by the Cult Marketing team revealed a clear divide between opera audiences and the broader target market. While existing patrons were often introduced to opera through family or formal training, new audiences perceived it as intimidating, outdated, and not for them.
These barriers highlighted the need to present opera in a way that felt more accessible, engaging, and relevant to a younger and more diverse audience.
Strategy
The brand repositioned Opera Columbus as an experience that breaks down tradition and invites new audiences in, supported by the message Make it Yours.
Building on this foundation, my role has been to translate the brand through each season. Each year, I develop a unifying visual direction that connects 4–5 productions under a single theme. The goal is to create a cohesive experience while still allowing each show to stand on its own.
This work extends across everything from season brochures and performance materials to web and social graphics. I also create promotional videos for each production, helping bring the stories to life through motion. In addition to the season, I design all annual gala materials, ensuring the brand shows up consistently across both performance and fundraising efforts.
Results
The result is a more cohesive and recognizable brand from season to season. Each year builds on the last while still feeling fresh.
By consistently applying the brand across print, digital, and motion, Opera Columbus presents a more modern and accessible experience that better reflects the audience it’s trying to reach.
