2011 Brand Launch
What if we continued to brand an awards show that’s all about the stage by celebrating that it’s actually on TV?
After working together in 2010, the Tony Awards demanded a Fathom encore in 2011. Fathom jumped in, creating a new marketing campaign playfully acknowledging that one night a year the Tony Awards telecast transforms every home in America into the best theatre on Broadway. As part of this effort Fathom also created an entirely new brand identity for the Tony Awards.
2010 Brand Launch
What if we treated the visual identity of a performance award show like a performance in and of itself?
Needing an updated and integrated marketing solution to promote the 2010 Tony Awards telecast, Fathom developed a new brand identity and voice for the Tony’s that put the show on the same popularity map as the celebrity-driven Oscars.