Curtain Up on a Fresh GTA Website: How Brand Perfect Helped Gainesville Theatre Alliance Shine Online
When Gainesville Theatre Alliance (GTA) approached us, they had a rich history of award-winning performances and community engagement – but their digital presence didn’t fully capture that magic. They needed a website and brand refresh that matched the artistry of their productions while making it simple for audiences, donors, and students to connect.
The Challenge
GTA’s previous site was functional but fragmented. Key challenges included:
Outdated brand visuals that didn’t reflect GTA’s dynamic, contemporary spirit
Scattered messaging that made it hard to see GTA’s full impact at a glance
Complex site structure that left users guessing how to buy tickets, donate, or learn about programs
They needed a unified brand strategy and a website that would serve everyone – from first-time patrons to long-time supporters.
Our Approach
Drawing on Brand Perfect’s blend of strategy and design, we mapped out a two-part plan: elevate the visual brand and rebuild the website from the ground up on Squarespace.
1. Visual Brand Refresh
We created multiple responsive logo and brand element options, refining them through multiple rounds of revisions. The final brand palette and mini-brand guide provided a clear, flexible visual language for everything from posters to social media.
Before
After – Primary Logo
Secondary Logo
Brand Icon
2. Brand Strategy
Through collaborative workshops, we clarified GTA’s core identity:
Strategic brand positioning
Brand messaging development
Core values articulation
Mission and vision refinement
Target audience profiling
This work not only fed the website’s copy but gave GTA a reusable foundation for marketing and fundraising.
3. Squarespace Website Design
We delivered a streamlined, mobile-friendly site with:
Clean wireframes for intuitive navigation
Unlimited content editing up to launch
Integrated event calendar and payment portals
Troubleshooting and domain connection support
The Result
The new GTA website is as captivating and polished as the performances it represents. Visitors can now:
Buy tickets or donate in just a few clicks
Explore upcoming productions through an easy-to-update event calendar
Experience a cohesive brand story across every touchpoint
Takeaways
For GTA, this project wasn’t just a website launch – it was a full-scale re-introduction. Clear messaging and cohesive visuals now let the organization focus on what matters most: creating unforgettable theatre experiences.
“Much of the brand messaging will serve to populate the website, but will also be easily repurposed to enhance the brand in other areas of the organization.” – from our GTA Brand Strategy notes
Ready for Your Own Encore?
A thoughtful brand and website refresh can transform how your audience experiences your organization.
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