The American Academy
of Dramatic Arts
for the Next 130 Years
Rebranding Part of
For more than 130 years, The American Academy of Dramatic Arts is a cornerstone to stage and cinematic history and has served as the training ground of hundreds of legendary names including Grace Kelly, Robert Redford and Anne Hathaway. The Academy’s alumni have been recognized for 110 Oscars®, 317 Emmys® and 94 Tonys®.
We were honored to be tasked to rebrand the school as it continues to train up the next generation of young actors from across the globe. Our mission was to focus on increasing recruitment while retaining its distinction.
We immersed ourselves into The Academy’s community, observing a profound group of instructors and administrators who dedicate their lives to their craft. We witnessed firsthand their tireless effort to connect students to acting and who they are as individuals. The empathy we gained from this experience guided each step of this process in telling their story.
Setting the Stage with a
Strong Brand Foundation
Setting the Stage
With a Strong
Understanding the great passion The Academy has for acting and students, we knew the new brand had to reflect that. We were committed to create a mark that drew inspiration from history and reintroduced the values that have helped the institution stand the test of time.
A Bold and Targeted
The branding we created exudes beauty, establishment and trust, as the strategy behind it all was highly focused on generating leads. We sought our audience through a targeted approach which included everything from animated Instagram stories to engagement throughout the entire application process. The ads also sprung to life on Google, YouTube, Facebook, Instagram, Snapchat, and Twitter (just to name a few).
A Custom Account Experience
for Every Student
A custom dashboard, and its entire back-end management system, was created in-house by Anthem’s design and development team. Every student has access to a unique portal from the time they apply to the time they graduate, and even as alumni.
Direct Mail that Resonates
Along with a vast CRM system, beautiful print pieces were crafted to communicate with students via the mail. These additional touchpoints help to showcase The Academy’s legitimacy and passion to connect with its students.
Our team’s commitment was recognized by earning top collegiate awards for The Academy’s new branding assets.
In the first year after the new brand launch, The Academy realized a measurable increase in applications over previous years.
Capitalizing on the new brand and ad platform we created, our media spend generated 160x ROAS in student lifetime value.