Craig-Teerlink Design created a comprehensive brand strategy and grand reopening campaign to capture the cultural importance, ambitious programming and contagious energy of the non-profit Bayview Operahouse (BVOH). BVOH offers low or no cost cultural enrichment and art education at San Francisco's oldest theater, built in 1888 at the heart of the Bayview Hunters Point district – our most ethnically diverse and economically challenged neighborhood. The historically significant landmark bustles with inclusive, well-attended programs, performances and events that engage all ages and span a diversity of cultural expressions. Undoubtedly, this institution is of central importance to the city’s past and future.
Launched after the theater’s historic restoration, the brand experience identifies BVOH as the ‘Cultural Hub’ of the neighborhood, populating nearby streets with large banner images of important community artists and performers. Each holds up a hand with spread fingers, a gesture that mimics a hub and draws attention to their art. The campaign extends to all media types and is anchored by a new brand mark that establishes consistent naming and image where there has been none.
Craig-Teerlink Design worked with the executive director and board to intimately understand the needs of BVOH and leverage limited resources to meet them. We divided our comprehensive strategy to produce a strong, cohesive vision reflective of the BVOH mission into financially manageable stages. Initial research found the institution’s legacy largely undocumented, so we invited event attendees to add their memories to 3x6 foot historic timelines that we designed. We gathered and combined comments from politicians, civic leaders, community artists and program participants with augmented snapshots of BVOH’s cultural contributions to articulate the most compelling reasons to fund BVOH. Finally, we provided tools and ongoing support for improved communications, including brand guidelines, an image databank and cohesive messaging.
A grand-opening campaign drew civic leaders, including San Francisco’s Mayor Lee, District Representative Malia Cohen and California Congresswoman Nancy Pelosi, and residents filling the newly landscaped outdoor amphitheater to capacity. Branded red pole banners with rainbow-kissed photographs of community artists mark a two-mile stretch of San Francisco’s Bayview Hunters Point district in which BVOH is centered. The funding campaign raised $1.5 million US dollars to outfit the newly restored Opera House with seating and state-of-the-art sound, projection and lighting. Craig-Teerlink’s critical listening, resourcefulness and creativity laid the foundation to effectively encapsulate BVOH’s aspirations and purpose. These traits continue to propel us as we build the brand of this cultural hub.