How can we transform a rewards program into a fandom?

Context:
Audience Rewards is Broadway's premier loyalty program that rewards passionate theatergoers with exclusive access, special experiences, and meaningful benefits. However, their visual identity had become outdated and indistinguishable from competitors, failing to capture the premium experience they deliver.

The Challenge:
Reimagine the program beyond points and perks into an interactive community. The current identity no longer reflects the emotional connection and exclusive culture that devoted Broadway audiences seek.

The Opportunity:
For the Love of Broadway. Build a brand identity that celebrates superfans and welcomes curious newcomers. Position Audience Rewards not just as a loyalty program, but as the essential gateway to backstage stories and ongoing conversations—making it the go-to destination for Broadway fans.