About the Project
Broadway On The Bay
Broadway on the Bay, founded by Broadway performers Heather Tepe and Scott Difford, partnered with Draper Designs to establish a vibrant, theatrical brand identity rooted in both Broadway excellence and St. Pete charm. From their debut production A Very Broadway Christmas to ongoing audience engagement, Broadway on the Bay is dedicated to bringing world-class performances and community connection to the Mahaffey Theater.
Project Scope:
- Full brand identity design
- Custom show poster for A Very Broadway Christmas
- Responsive website with event countdown, cast features, and audition portal
- Brand collateral and visual assets
Timeline
6 weeks - Ongoing
Objectives
- Create a brand that merges Broadway sophistication with local arts culture
- Design visuals that support ticket sales and event buzz
- Build a recognizable identity for long-term community and industry engagement
- Ensure all touchpoints reflect a professional, polished brand presence
Strategic Objectives
- An appropriate logo design with modern, theatrical flair
- Web and print materials that feel dynamic, festive, and performance-ready
- Consistent branding for events, auditions, and cast visibility
- A system that can scale for future performances and community involvement
Backstage at Midnight
Marquee Gold
Baylight Aqua
Center Stage Blue
Challenges
- Establishing brand presence quickly ahead of a major debut event
- Balancing Broadway glam with a welcoming, local community tone
- Designing for both print and digital under tight pre-holiday deadlines
- Building engagement for a new organization without existing digital traction
Strategy & Execution
- Developed a full logo suite, color palette, and design system inspired by Broadway lights and Florida sunshine
- Designed and delivered the official A Very Broadway Christmas poster and event marketing suite
- Launched a responsive website that highlights cast members, counts down to performances, and invites local talent to audition
- Provided social-ready graphics and branding guidelines to support event promotion and outreach
Key Outcomes:
- 3× Increase in Brand Recognition Across All Channels
- 445% Growth in LinkedIn Visibility
- 2× More Qualified Inbound Leads
- Stronger Industry Authority
- Unified Brand Experience
- Scalable Systems for Growth
“Thank you so much for everything! It has been wonderful working with you. We are very pleased with the final results!”
Heather T.
Founder of Broadway On The Bay
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