Opening Night Framing Services & Gallery

Agency of Record

Opening Night wanted to transition from a gallery which showed only theatre-related renderings to an art service experience including high-end framing, installation, art consulting, consignment and other services. We worked to rebrand them and build their messaging to reach new and existing customers.

Opening Night Framing Services & Gallery

Opening Night was originally founded as an art gallery that specialized in costume and set design renderings from the Guthrie, the Children’s Theatre, and other theaters. Over the years, it expanded to include regional artists, framing, installation, art consulting, consignment, and other services. This expansion required an evolution of the Opening Night brand and how it was expressed across all traditional and digital communication efforts.

Key Issues

Since its inception in 1975, Opening Night was known as a niche gallery with a strong association to its dynamic founder. Shifting from a singular to a broader focus required expanding the gallery’s audience through a strategic communications program lead by a competitive market position and powerful key messages.

Solution

We established Opening Night’s position in the competitive marketplace as THE destination and trusted resource for art lovers, collectors, and curators who appreciate authenticity, integrity, and beauty. This brand evolution was launched with a new website and digital strategy. It was reinforced with traditional advertising in appropriate publications.

Results

The framing business, which is the backbone of the company, has grown steadily since the launch with the gallery shows gaining local press and pushing traffic to the gallery.

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