A logo built for an old mission
Merrimack Hall’s original logo dates to 2007, when the venue was set up to host mid-sized performances in its renovated 302-seat theater.
Over time the organization’s focus changed. Today its mission is serving people with special needs through arts education programs. The brand never caught up. The old logo was artistic, but it didn’t speak to that work.
Readable and accessible
The original branding was classy but hard to read, and it fell short on accessibility. We mocked up several directions that kept the existing icon, so people who knew Merrimack Hall would still recognize it, and changed the typography. We presented the options and the client made the final call.
We stop for feedback and review throughout a branding project, and we keep revising until the client is happy with the result.
Agreeing on a direction
Our designers, Merrimack Hall staff and the board of directors agreed on a final logo in late 2021. It uses a typeface called Casablanca, a fitting name for a theater, and it works on screens of every size.
The website
With the logo set, the website came next. Merrimack Hall’s building is known locally as “My Happy Place,” a home for a whole community brought together by the arts. The site needed to show that.
The original website had a workable structure but needed updates throughout. Our job was to make it consistent from top to bottom.
The updated site
In one word, the new site is modern. Merrimack Hall has a large library of photos of its participants, and we placed them alongside clear copy about the programs to bring the mission to life online.
The site already did well in search. We tuned the keywords and copy around the core of the mission: building a lasting legacy of inclusion in North Alabama.
Our part
We provided all of this work free of charge. Merrimack Hall’s mission is one we wanted to support.
For another arts nonprofit brand, see Many Colors Arts Collective.
