Your brand’s in the dictionary?! What’s the definition?
“In recent years RADA has done an amazing job of both living in the present and taking inspiration from the values and history that sustain it. The rebranding reflects that balancing act brilliantly. It is current and timeless. You feel secure and challenged: like a RADA student or a member of the audience.”
Alan Rickman
Vice-Chairman
RADA
Question
The name RADA has always been synonymous with teaching the highest possible level of skills to the most talented young actors, designers, directors, stage managers and technicians. It has a vital, leading role in maintaining its standards of education: arguing that the world needs better cohesion and development of the greatest storytellers now more than ever.
Their brand is pressured though. Particularly, modern times bring great threat. Cultural change fuelled by digital media and the era of instant celebrity undermine the integrity of performance education. Also, a century-old brand often develops myths on resilience; despite RADA’s established status, the issue of funding to protect the future is ever present.
How could the RADA brand reassert its authority and be fit for the future – without affecting its heritage?
Answer
Simplicity is a powerful thing. It’s also timeless and authoritative – and courageous and challenging. Exactly what RADA need. With research and understanding a vision was distilled that pointed every part of RADA in one direction.
Confidence allowed the Academy to raise its game in brand expression. At last, the passion and commitment
of staff and pupils could be felt across all communications from fund raising programmes through to its
dynamic website.
The collaborative working team, 300million, strategic consultancy Jane Wentworth Associates and a RADA team made from different parts of the Academy ensured the brand development’s success came from within RADA, guided by our experience, positive working spirit, new thinking and ideas.
Impact
The immediate, most tangible impact of the RADA brand development was felt through the radical reshaping of every new communication. Now RADA looks and talks
in a way that matches their leading role in reshaping drama education.
At a deeper level, the project gave RADA staff, patrons and ambassadors a refreshed confidence and belief. Pride comes out and passion is clearly expressed. Crucially, students feel better understood, protected
and energized.
