Wolf Trap breathes culture, art, and music into the lives of everyone it touches. In a breathtaking 6,800-seat indoor/outdoor theater, audiences of all ages can experience an eclectic range of performances ranging from pop, country, folk, and blues, to orchestra, dance, theater, and opera, as well as innovative performance art and multimedia presentations. Wolf Trap also plays a significant role in bringing cultural, art, and educational programs to the community, and ensures that the arts remain accessible and affordable to the broadest audience possible.

What they needed

Coming off a tumultuous 2009 season, where overall earned revenue was below budget, less bands were touring due to financial constraints, and individual and corporate giving was down, Wolf Trap needed creative that would appeal to the widest variety of audiences—and remind people why Wolf Trap was such an inspiring place. The creative needed to remain consistent with Wolf Trap’s strong brand, but have a flavor that felt new and fresh.

What we did

Fuszion produced a suite of materials that showcased Wolf Trap’s commitment to an eclectic array of performers. Iconic graphics were used to symbolize various performance genres, including, rock, jazz, dramatic performance, classical, opera, and soul. The result was colorful creative that was soulful and playful, and felt like a new take on Wolf Trap’s brand. Print ads emphasized the benefits of having a Wolf Trap membership, which was different in 2010 than it was in past years.

• Organic illustrations that represented all genres of performances were developed to be key art for all the materials. They had to appeal to a wide variety of audiences, had to capture the natural outdoor surroundings and experience of the venue.
• Color palettes, fonts, and textural backgrounds helped differentiate creative from past seasons.
• Creative needed to work in a variety of formats, including print, online, in color and black and white.
• Print ads needed to use performer images and show details, and the membership benefit of advanced ticket sales to drive membership—a different strategy than in past years.

Results

With a record 106 performances in the 2010 season, Wolf Trap attendance and ticket sales records reached new highs. Individual membership also increased in 2010 to pre-recession levels, which demonstrates that people were not only once again moved by Wolf Trap; they were inspired to give.