Transforming one of the most recognized performing arts presenters in the world into a two-way experience.

UMS, one of the world’s premier performing arts organizations, approached us during a crossroads in their organization. They were well respected, but lacked clarity in brand focus and execution. They had previously used several different sources to achieve their myriad communications, and the result was a brand that lacked consistency and meaning, and missed an opportunity to present the depth of culture and experience that they provide the community.

Listening.

We performed our intensive process and took UMS through a reinvention and revitalization. Starting with interviews, we uncovered the depth and impact of the organization.

Repositioning.

We reimagined their position to one that focused on the experience over the individual performance, and most importantly we demonstrated the deep impact that these experiences have on individuals and communities.

Transforming.

Articulating the brand throughout every medium. Creating a more participatory brand based on dialogue. Building moments of impact alongside institutional brand execution.

Culture changing. With one strong brand, we were able to rally disparate groups, align their message, and allow them to carry the flag of the organization.

BUILDING
SUCCESSFULLY INCREASING THEIR AUDIENCE, INTRODUCING UMS TO A YOUNGER, MORE ACTIVE DEMOGRAPHIC THROUGH CREATIVE EXECUTION AND MEDIA CHOICES.

continuing. our relationship is going on three years – and we continue to learn, hone, and evolve.


UMS began working with Phire Group in 2012. In an astonishingly short amount of time, they conducted a series of interviews and research with staff, board, and other stakeholders to help suggest a new brand identity and language that immediately changed not just how others viewed us, but even how we defined ourselves. From that, they have helped us develop new print materials, websites, and other creative to tell our story more effectively. Working with them over the past 2+ years has been a singular pleasure.

– SARA BILLMANN, MARKETING DIRECTOR, UMS