TACOMA ARTS LIVE

As Tacoma’s premier non-profit performing arts organization changed management and mandate, it needed a new name, identity and campaign that evolved its brand story.

Since 1983, The Broadway Center for the Performing Arts has presented a diverse array of music, theater, dance, talks and events to fulfill its mission of energizing the community through live performance. However, as the internet era took hold, the name was often confused with New York City organizations in search results and perception.

Thought Matter partnered with the organization during a moment of transition to rethink how they show up in the world. The engagement began with a deep dive into mission, place, and public perception. Our work with arts organizations isn’t just visual; it’s strategic, civic-minded, and tuned to culture.

We then led a renaming process that shifted the story from one centered on the buildings to one centered on belonging. “Tacoma Arts Live” distills a seven-word descriptor into a punchy, powerful brand, rooted in place and community.

From this foundation, our designers next created a strong new graphic identity echoing the vibrant, kaleidoscopic range of their programming through a visually multifaceted motif. The accompanying wordmark emphasizes Tacoma itself, reflecting the organization’s importance in drawing people into the theater district and downtown.

To build on the magnetic, electric energy of the arts and of the newly named organization, we also created a campaign around the slogan “Find your spark.” Employing a spark shape drawn from the center of the Tacoma Arts Live logo, the campaign invites audiences to get curious about what inspires them and lights them up.

The new identity helped reposition the organization not just as a series of venues, but as a cultural force woven into the fabric of Tacoma life. The then-mayor of Tacoma officially introduced the new name and identity, underscoring the sense of civic pride.

Tacoma Arts Live showed up in web searches, eliminating confusion with NYC venues on Broadway. The new name also gives the organization’s leadership and board a clearer voice in conversations with funders, artists and city partners.

The “Find Your Spark” campaign brought new energy to outreach — showing up across the city in posters, programs, merch, and social. Internally, the brand gave staff language and tools that felt aligned with their mission. For a decades-old organization in a moment of renewal, the work became a foundation for the future.

Our partnership with Tacoma Arts Live builds on years of work with cultural institutions across the country, helping theaters, museums, and music organizations evolve their brands to meet a new era of audience engagement.