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THE PLACE WE IMAGINE

THE 52ND STREET PROJECT
CAPITAL CAMPAIGN

The 52nd Street Project (The Project) is dedicated to the creation and production of new plays for, and often by, kids between the ages of nine and eighteen that reside in the Hell’s Kitchen neighborhood in New York City. The Project does this through a series of unique mentoring programs that match kids with professional theater artists.

Well into it's 25th year, The Project embarked on a $14 million capital campaign to finance the construction of their own theater and permanent home (i.e. clubhouse).  Using "then and now" profiles of Project kids, powerful testimonials and hard data, we presented a strong case for The Project's long-term goals. We chose the fastener clip binding to reflect The Project's brand and hands-on philosophy. The binding also worked for utilitarian purposes.  Six months into the campaign—due to meeting their stated goals so quickly—we needed to reprint 3 pages in the brochure. This binding allowed us to remove and replace, rather than reprint the whole brochure.

Content development by Ruth Cohen.
Photographs by Stephanie Berger.

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The 52nd Street Project was founded in 1981 and has gone on to become one of New York City's institutional theaters. Our programs are widely recognized as a best practices model, and are replicated across the country and around the world. Our success springs in good part from the clarity and coherence of our mission, which is to bring the children of Hell's Kitchen together with professional artists to create original art and to establish long-term mentoring relationships.  Iris A. Brown Design has played, and continues to play, a crucial role in defining, and then refining and enhancing, who we are and what we do. Their work is endlessly inventive, full of wit and grace and a nimble intelligence, much like its name sake. Iris and her work are essential to The 52nd Street Project. — GUS ROGERSON, Artistic Director, The 52nd Street Project