The project kicked-off with an in-depth brand strategy workshop. This helped Arora Online and the school’s directors understand what the brand means today, and how to position it. The key was understanding that the school needed to draw back the proverbial curtain. This revealed the many activities that give this training institution its brand personality and its competitive advantage.
As Arora Online worked with The Waterfront Theatre School, it became apparent that since its inception the institution changed. It has shifted away from producing only performers. Nowadays, it provides opportunities for students to develop skills as teachers and creators, as evidenced by the careers of graduates. This differentiates the School because no other institution makes students as employable across performing, teaching, and creating. Above all, this insight drove the rebranding strategy, inspiring elements like the anchor in the new logo. The school anchors your training in tried and tested technique, while allowing you to soar.