Curtain Up: Rebranding Kids Who Care for a Bold New Era
After more than 30 years as a beloved institution for children’s theatre education in Fort Worth, Kids Who Care Musical Theatre recognized the need for a fresh identity to match its evolving programs and community. Facing declining enrollment and lagging ticket sales, the organization called on J.O. Agency to help them reimagine their future — while preserving the spirit of their past.
J.O.’s Strategic Vision
- Refresh and modernize the brand to appeal to new generations of students and families
- Preserve brand equity while expanding the organization’s perceived scope beyond musical theatre
- Position the organization for sustainable growth in enrollment, ticket sales, and community engagement
- Create a versatile, timeless brand identity that could shine across all platforms and communications
J.O.’s Rebranding Approach
J.O. conducted comprehensive brand discovery and developed a strategic new identity that honored KWC’s heritage while positioning the organization for expanded growth. The team:
- Hosted branding workshops with founders, staff, board members and student leaders for stakeholder alignment
- Conducted extensive research into organizational history, alumni sentiment and future goals
- Developed “KWC Performing Arts” name retaining beloved “KWC” while reflecting expanded curriculum including stage combat, lighting design, acting and dance
- Created sleek, modern logo featuring reimagined tragedy and comedy masks with minimalist elegance
- Developed three-color brand palette honoring original tones while modernizing visual appeal
- Designed versatile branding for seamless application across print, digital, signage and merchandise
- Developed full new brand identity (name, logo, color palette, brand guidelines)
- Rolled out the rebrand through public relations efforts and graphic design services
- Secured earned media coverage, including:
- Interview feature on NBC 5’s Texas Today show
- Coverage in Fort Worth Weekly
- Began development of a fully redesigned website to launch in Fall 2022, aligned with the new branding
IMPLEMENTATION
RESULTS & METRICS
- Successful rebrand launch, warmly embraced by students, families, alumni, and leadership
- Strengthened the organization’s market positioning for broader performing arts education
- Increased positive media exposure through strategic PR efforts
- Set the foundation for expanded future enrollment, ticket sales, and donor engagement
