Shine Performing Arts Studio
Polishing the visual identity for a youth theater blending community, faith, and artistic excellence.
Brand Strategy, Visual Identity, Copywriting, Website Design
Based in Plano, Texas, Shine Performing Arts Studio is a children’s theater rooted in community, faith, and artistic excellence. They had been experiencing steady success for their high-quality productions in North Texas since 2019, but knew their brand was feeling stale – and perhaps too mature for their pint-size thespians.
After converting to a nonprofit in 2020, they were looking to level-up their online presence and transform their organization to attract new donors and patrons.
Starting with the logo and color palette, HeartSpark helped polish Shine’s visual identity into a bold, warm look that reflects the excellence of their productions. Keeping the integrity of the Shine logo, the marquee letterforms were sharpened up to feel more crisp and modern.
Shine’s new visual identity also includes a brighter, bolder color palette that reflects the vibrance of their productions. A collection of strong, geometric font families underscores Shine’s modern, yet approachable look. These font families work together in any variety of combinations, allowing the brand to flex with the tone of each performance.
Voice & Tone
To match the new visual identity, Shine’s brand voice & tone was updated to give the theater a more youthful feel while still bringing the story of community to the forefront. Shine’s new website clearly communicates what makes the theater so special and captures the spirit of the children who help bring the productions to life. The bright, bold, and creative tone paired with the optimistic and welcoming voice helps Shine bring its visitors on a transformative journey.
The quality of Shine photography was on point, so we decided to build the website around their fantastic archive of past productions. Vibrant, bold and passionate – these photos are the main emphasis for the website and inspired the versatile brand identity. The new website appeals to parents and students alike, while also making it even easier for students to register for workshops and training sessions.
HeartSpark extended Shine’s visual identity into a series of poster designs that can flex with the tone of each performance. From classics like West Side Story to modern shows like Finding Nemo, Jr. and She Loves Me, we loved getting the chance to stretch our creative legs and create engaging poster designs and merch for the 2023 season.
Goals + Results
After just 30 days, Shine is already experiencing a 43.75% increase in unique website visitors and loads of compliments from their community. Registering for their classes is much easier and students and staff are raving about the new look!
9th Web Excellence Awards Winner | May 2023