Recent News
Libretto helps the Huntington celebrate 30 years of timeless theatre
 January 2012 – In preparation for their 30th anniversary season, the Huntington Theatre Company engaged Libretto and creative partner Korn Design to revitalize their messaging and brand identity. Following a discovery process that included interviews with key Huntington stakeholders, Libretto developed a comprehensive messaging guide featuring core messages, brand pillars, and anniversary-specific messages. In tandem with the guide, Korn Design developed a new logo, color palette, and brand identity system to enhance the Huntington’s marketing efforts and overall brand presence in Greater Boston. The new messaging and look were featured in the Huntington’s promotional campaign for the season’s opening production, Candide, which went on to become the second highest-grossing production in the company’s history.
Libretto names new initiative for AIR
 The Association of Independents in Radio (AIR) recently launched a new initiative called Localore, a two-year pilot project geared toward increasing the public media audience through innovative programming that blends digital and traditional media tools and platforms. Libretto named the initiative, which speaks to the project’s focus on telling stories that reflect and engage with local communities outside the conventional purview of public broadcasting. The ten station-producer teams chosen for Localore will have nine to 12 months to create unique, locally-based media projects that will then serve as models for public media makers across the country. Visit the Localore microsite at http://airmediaworks.org/localore
Libretto + Babson
 In recent months, Libretto has been entrusted with numerous projects within Babson College’s Communications and Advancement departments. Our work has involved collaborating with senior administrators on high-profile messaging assignments, development pieces, and print and online promotional projects encompassing:
- Annual fund and event themes
- Annual fund strategic communications planning
- Fundraising materials
- Web audit/recommendations and content development
- Case statement
- Advertising
- Elevator pitches (institutional and program-specific)
- Scripts
- Institutional and program brochures
Based on a deep understanding of the College and its goals and audiences, Libretto has worked to define a new voice for Babson and express that voice to key stakeholders.
Getting the Message Across for the BSO, MIT, and Other Leading Organizations
 In recent months, Libretto has completed strategic messaging engagements for a breadth of corporate and nonprofit clients, including:
- The Boston Symphony Orchestra, one of the world’s leading classical orchestras
- The Edvance Foundation, an organization dedicated to strengthening partnerships between public and private institutions of higher education
- MIT Leaders for Global Operations (LGO), a dual-degree masters program in engineering and management at MIT
- SANS Institute, the world’s leading training organization for information security professionals
- NinePoint Medical, a medical device company focused on in vivo pathology
- Seven Story Productions, a full-service production company based in New York City
In addition to our messaging work, Libretto named both the Edvance Foundation and Seven Story Productions. Our messaging projects encompass a wide spectrum of critical communications components, including:
- Organizational and product names
- Campaign themes
- Elevator pitches
- Key messages
- Audience- and platform-specific messages
- Product and service positioning
- Organizational and category descriptors
These messaging platforms provide the framework for public-facing communications including Web content, presentations, and print collateral, which are executed by the client’s internal staff or in conjunction with Libretto’s team of senior content developers.
10 Who Mentor goes to print
February 2011 – Libretto is pleased to announce the publication of 10 Who Mentor: Inspiring Insights From Creative Legends. Conceived of and written and designed by Boston graphic designer Denise Korn, the book is a behind-the-scenes look at mentoring through interviews with actors, dancers, restaurateurs, and other innovators in the creative field. Their stories describe the relationships that shaped their success and highlight their own mentoring activities as they impart their skill and passion to the next generation. Libretto president Neal Kane co-authored the book and Libretto provided developmental editing and pre-publication consultation.
Advertising wisdom: Libretto promotes MIT's anniversary
February 2011 – After providing MIT with a theme for its 150th anniversary, Inventional Wisdom, Libretto continues to promote the Institute's sesquicentennial celebrations through online advertisements such as this banner ad recently featured on boston.com. Created in conjunction with the launch of the MIT 150 Exhibition – the most extensive display ever developed by the MIT Museum – the ads highlight MIT's rich history of innovation in fields from engineering to the arts.
Libretto launches new Web projects for diverse clients
January 2011 – Libretto is pleased to announce the start of website projects with several highly regarded organizations, including the Brandeis Crown Center, which produces balanced, dispassionate research on the Middle East; a Massachusetts-based labor and employment law firm, Schwartz Hannum PC; and the American Cancer Society, a national volunteer health organization dedicated to minimizing the impact of cancer.
A longtime consultant and vendor to various departments within MIT, Libretto was also recently engaged by the MIT Sloan School of Management to produce a website and collateral around the School's Building the Future capital campaign.
Libretto completes new admissions brochures for the Bancroft School
October 2010 – Libretto is pleased to announce the completion of a suite of admissions materials for the Bancroft School, an independent, coeducational day school in Worcester, Mass. The suite includes an overview brochure and separate pieces on Bancroft’s lower, middle, and upper schools.
With insight from diverse members of the Bancroft community – from third-grade students and upper-school faculty to trustees, senior administrators, and alumni –Libretto and design partner kor group were able to express the unique quality and character of the Bancroft experience using stunning imagery and beautiful prose.
Libretto’s theme for the MIT150 anniversary: Inventional Wisdom
September 2010 – In preparation for MIT’s 150th anniversary in 2011, the institute recently launched the MIT150 website. Libretto developed the anniversary theme, Inventional Wisdom, which speaks to the dual application of imagination and knowledge that has made MIT one of the leading research and educational institutions in the world. The theme will feature prominently during the series of anniversary events that will take place over the course of 150 days in 2011.
Visit the site at http://mit150.mit.edu.
The Palm Restaurant Website Launches!
September 2010 – Libretto is pleased to announce the launch of the redesigned Palm Restaurant website. Libretto and Korn Design were engaged by The Palm to revitalize the classic American steakhouse’s brand, messaging, and website. During an extensive discovery process, the two firms worked closely with The Palm to surface and reinterpret the authentic brand attributes that distinguished the restaurant prior to its national expansion. Libretto then developed new messaging and Web content to support The Palm’s polished identity. The resulting site features clear navigation, engaging content, and a vibrant mix of contemporary and historic photos.
Visit the site at www.thepalm.com.
Libretto helps KLG Advisors send a clear message
September 2010 – Libretto recently completed a comprehensive messaging engagement for KLG Advisors, a New York City firm that helps companies make smart decisions around location and real estate.
Working closely with KLG senior management and design partner Korn Design, Libretto created a messaging platform reflecting KLG’s unique character and capabilities. With the platform as a guide, Libretto supplied a new tagline – Where. And why. – as well as a new website, overview brochure, and pitchbook for the company. The result is a full suite of marketing materials that are on brand and clearly articulate the benefits of working with KLG.
Visit the site at www.klgadvisors.com.
Libretto's interview with Tim Berners-Lee in EMC's ON magazine
January 2010 - The latest issue of EMC's ON magazine features a cover story interview with World Wide Web inventor Sir Tim Berners-Lee conducted and written by Libretto's Jason Rubin. Rubin interviewed Berners-Lee once before, in 2008, while developing content for the website of MIT's Computer Science and Artificial Intelligence Laboratory (CSAIL), which is home to Sir Tim's World Wide Web Consortium.
Libretto has been the de facto editorial staff for ON magazine since the spring 2007 issue; Libretto's Chris Kane served as editor for the current issue. In 2009, ON garnered eight awards for publishing excellence.
The magazine is available for download at http://www.emc.com/about/news/emc-publications/index.htm
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