AZ Opera needed to make waves with younger generations. Part of this initiative to spark interest in non-opera buffs included launching a series of progressive modern-day operas in a smaller, more intimate setting. And they needed to find a way to best position it and get the word out.

After a deep dive into the demographics, we rebranded the main Opera company to project a more modern appeal. We also branded the new progressive series, which we named AZ Opera RED Series.

Feedback from everyone involved—from AZ Opera President Joe Spector, to the general director, to the opera board—was overwhelmingly positive.