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SMALL BUCKS DESIGN FIRM HELPS AMERICA’S OLDEST AFRICAN-AMERICAN THEATRE GROUP FIGHT BACK FROM THE BRINK It’s not often a young, untested business is called upon to help a venerable firm survive, but that’s exactly what’s been asked of Pritchard Design, one of Central Bucks’ hottest new graphic design studios. Pritchard is leveraging the strength of its recently designed corporate identity for Philadelphia’s New Freedom Theatre in the performance troupe’s bid to come back from the brink of financial inviability. The vibrant, solid color fields and spare, off-kilter type treatment of Pritchard’s campaign design is helping reinvigorate the company by reflecting in bold imagery the strong statements made by Freedom’s performances. Freedom chose Pritchard Design to create its new visual identity in 2003, and was thrilled with the studio’s work. But the new look didn’t have much exposure time before long-running management issues common to artistic businesses forced the theatre to cancel its 2004-05 season. Like many artistic organizations, Freedom was long on creativity and short on funds. To save expenses, Freedom’s Artistic Director, Walter Dallas, one of the theater world's most respected artists, made the difficult decision to lay off much of the management staff. After taking a year to halt the fiscal decline through a corporate restructure, Freedom is now being run by the artists and is ready to take audiences by storm once again. “It’s exciting to see Freedom Theatre come back from their financial strain, despite the fact that no one believed they could do it,” says Laura Pritchard, principal and creative director of Pritchard Design. “It has been one of our most gratifying projects to date. What a great feeling, to be part of the re-emergence of such an important artistic force in one of America’s largest cities.” New Freedom Theatre’s return to the stage is being heralded with an edgy, in-your-face campaign, themed “Back With A Vengeance.” The vibrant identity is now especially appropriate as Freedom makes a strong and confident statement of their permanence in the Philadelphia performing arts world. “This campaign had to embody the passion and commitment to excellence that Freedom has always delivered to its audience,” explains Pritchard. “It also had to project the self-assuredness of a newly strengthened organization. With their financial difficulties resolved, they have been able to turn their focus back to producing bold theatre that asks more of its audiences than passive spectatorship. We’re proud to help deliver new patrons to their seats.” The edgy new look leaves no doubt that the re-vamped Freedom Repertory Theatre is returning to the footlights with an attitude of confidence and vitality. Pritchard Design is working directly with Dr. Dallas, as well as Suzi Garber of Office Strategies in Reading, Freedom’s marketing specialist. Together, they’re making sure the theatre company’s visual image remains consistent with their recharged vitality. “Pritchard Design has worked diligently to create our theatre’s visual identity and has done so with style, marketing savvy and sensitivity to our financial and community positions,” says Garber, “The effort has succeeded admirably.” Freedom’s new season opened with Emergence-See! on February 4 at the theatre on 1346 North Broad Street in Philadelphia. The production runs through February 19. For more information about Pritchard Design, visit pritcharddesign.com or call 215-345-0866. To learn more about the Freedom Repertory Theatre and its season of rebirth, call 215-765-2793, or visit freedomtheatre.org.
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