Huntington Theatre Company

Leading Theater Company Gets Inspiring Script


  • Communications Strategy
  • Institutional Messaging
  • Advertising
  • Tagline

The challenge: Give a unified voice to a company known for groundbreaking productions of both exciting new works and classics made current.

After growing to become one of the Boston area’s premier cultural institutions, the Huntington Theatre Company wanted to refresh its image to better articulate its goals and identity under new artistic leadership—and to attract a broader audience as it approached its 30th anniversary season. 

Libretto delivered messaging that articulated the Huntington’s evolving brand, helped position the company within the local theater landscape, and honored its tradition of creating world-class theatrical productions. The articulation of four brand pillars and a suite of supporting messages served as a framework for the theater’s communications for years to come, and established a roadmap for the 30th anniversary season’s communications and annual fund campaign. 

Libretto also developed the anniversary season tagline—“Celebrating 30 Years of Timeless Theatre”—to honor the Huntington’s rich legacy, and developed content for the season’s annual fund and subscription campaigns. This work positioned the Huntington as a major force on Boston’s cultural scene, as well as a national leader in developing new works and providing innovative educational and community outreach programs.