Our Brand
There's No Place Like Home - Flying House Productions is Rebranded
The challenge to rebrand a highly–respected and well–recognized organization is both exhilarating and intimidating.
On the one hand, we had the luxury of working with an established and successful organization with clear objectives. On the other hand, we had the burden of working with an established and successful organization with a myriad of stakeholders.
To truly understand just what the stakes were, we initiated comprehensive research with over 700 participants, including ticket buyers, singers, sponsors, donors, volunteers, staff and audience members. The tremendous participant response reinforced the organization’s value across all communities. The comments had a clear theme, below is an example:
“True ambassadors, opening doors and removing biased public opinion of gay and straight people.”
One of the key findings was that a new name was needed to move past preconceived ideas and demonstrate how the organization had grown and changed over 26 years. It seemed that while people understood the choruses’ role and mission, they were confused about Flying House Productions’ (ECA) function and the meaning of the name. For those familiar with ECA, the name was synonymous with the Seattle Men’s Chorus. For the majority of others, it was generic.
Not surprisingly, participants emphasized the fact that the choruses’ creativity unifies its various audiences, encouraging acceptance among diverse groups of unique people. This became clear through comments such as:
“They bring the spirit and openness of the gay community to everyone through music.”
“Audience members and donors feel they are a part of the chorus.”
Time and again, the research revealed associations with the 1939 cinematic classic The Wizard of Oz. To that end, we developed a number of names with themes from the film, each of which integrated the research results. After some testing and feedback, Flying House Productions was chosen as the organization’s new identity.
We were inspired by the film’s indelible flying house image, which propelled us into an adventure of self–discovery where old fears are challenged and love and acceptance prevail.
Flying implies creativity and unlimited possibilities, supporting the choruses’ ability to transport their audiences and invite them to see things from a different perspective.
House evokes family – a foundation upon which people live and grow. The Seattle Men’s Chorus and Seattle Women’s Chorus were both perceived as extended family by a majority of the research respondents.
The name Flying House Productions juxtaposes the concept of a grounded community with a soaring spirit. Surprising, exciting and engaging, it evokes adventure and experience. And from a film that begins with a black and white house sent spinning into a Technicolor dreamscape, Flying House Productions is a perfect fit. •
