The Rose Theater

Contact
Erin Petersen, Marketing & Communications Director
Organization
The Rose Theater (Omaha)
Date Received
December 15, 2025
Status
Early-stage inquiry / ballpark estimate

Context

What the Client is Asking For

Phase 1: Core Brand Refresh

Elevate the main Rose Theater brand identity. Name stays the same. Goal is to create a cohesive visual system that all program brands can fold into.

Phase 2: Sub-Brand Unification

The following programs need to be brought into the visual family (currently "all over the place"):

The Rose Youth Artists Studios Satellite location at 120th & Center
Teens 'N' Theater
→ Pride Players
→ Young Playwrights Festival
CommUNITY Connections
Rose Dance Project
Rose Brigade
→ Junior, Senior, Mini, Bloom, etc.
Lil' Rosies Pre-K education
Shakespeare Tours
Metro Tours School touring shows
Rosebuds Kids who donate to The Rose
Rose Guild
10+ sub-brands/programs (some with their own sub-brands)

Mentioned But Separate Projects

Materials Provided

Current Logos (Drive) Current Website Shows Page

Key Considerations for Quote

  1. Scope is large — 1 core brand + 10+ sub-brands with varying complexity
  2. This is preliminary — they need a range, not a detailed proposal
  3. Competitive situation — Secret Penguin is also quoting
  4. Long runway — 2028/2029 means they're planning 2-3 years ahead
  5. Nonprofit — fundraising-dependent timeline
  6. Website is separate — but should be factored into the larger conversation

Internal Questions (G&M Team Discussion)

Scope & Structure

Show Graphics

Website & Signage

Competitive Positioning

Potential Questions for Client

Clarifying Scope

  1. Sub-brand priorities: Are all 10+ programs equally important, or are some higher priority than others?
  2. Sub-brand complexity: Do programs like Rose Brigade need distinct marks for each age group, or just a naming system with one Brigade mark?
  3. Existing equity: Are there any current program logos you feel strongly about keeping (even if refined)?

Show Graphics

  1. Show treatments: Is this something you'd want included in a brand refresh, or is it better handled separately as an ongoing need?
  2. Template approach: Would a flexible template system your team could apply to shows be useful, vs. custom treatments for each?

Deliverables & Applications

  1. Brand guidelines: What level of documentation would be helpful? (Simple style guide vs. comprehensive brand book)
  2. Key applications: Beyond logo/identity, are there specific touchpoints driving this refresh? (Signage, merch, printed programs, social media, etc.)

Timeline & Budget

  1. Budget range: Is there an internal budget target or range you're working toward?
  2. Timeline flexibility: Is 2028/2029 firm, or could the project start earlier if funding came together?

Website

  1. Website scope: When you envision the website refresh, is it a full rebuild or a reskin of the current Plumb site with new branding?