Culmas

Empowering performing arts culture

Client: Culmas

Timespan: May - August '23

Key Focus: Branding

If you try to cater to everyone, you cater to no one. This is what Culmas discovered when they initially launched their SaaS product for performing arts businesses. There was a gap in the cultural arts market that Culmas wanted to fill with their digital solution, but their current product lacked specificity and direction. The result was a re-established brand identity and communication strategy. Culmas honed in on their focus - to empower smaller businesses in three primary segments: theatres, music schools and dance schools. Their new brand put the clients’ love for art at the centre, leaving the admin up to Culmas.

After interviews with some of Culmas’s clients, we realised that the initial branding and communication strategy felt too corporate and too inaccessible for the smaller clients that Culmas catered to. As a result, the branding pivoted.