The Themed Entertainment Association (TEA) is an international non-profit association representing the world’s leading creators, developers, designers and producers of compelling places and experiences. Our challenge was to refresh and revitalize the brand to create a more focused image – one that showcases the TEA as a global force in the themed entertainment industry and better reflects the diversity and expertise of the organization’s membership base. The first step was to update the logo. Working with the TEA Marketing & Communications Committee, we created a simplified version that features a contemporary compass-globe icon.
The metamorphosis continued… we rolled out new email and print marketing pieces, membership guide, NextGen presentation, corporate stationery, business cards, event banners, trade show booth, and other collateral. A brand style book provided guidelines for how to represent the organization to members, the general public and media. This included usage rules for the logo, fonts, color choices, photos, and other branding guidelines necessary to maintain brand consistency.
We are also worked with U.K.-based Leisure Media on a website overhaul. The enhanced site, based on our new brand look, was designed and programmed by Leisure Media, is the TEA’s primary marketing tool, a member communication center, and a business hub for the TEA. The fully integrated site is user friendly, information packed, and loaded with new features, including expanded, searchable/sharable member profiles, a box office for events worldwide, a global events calendar, a blog, social media links, a members-only area, and more. The back-end content management system is easy to use for those who update the site, allowing for seamless addition of new information.