Vivo Performing Arts
*Feels Over Format

Celebrity Series of Boston was an 86 year old non-profit performing arts presenting organization that showcased classical, jazz, dance, folk, global, and spoken word artists. The organization operated across a multi-disciplinary, multi-venue, wide range of experiences, but couldn’t grab a younger Boston’s attention.

Leaning on the insight that the power of performance is in how it makes us feel. But that universal appeal had been obstructed by internal compartmentalization, complications, and audience segmentation.

“The name “Vivo” is derived from the Latin root vivere (to live) and is used in Spanish and Italian to mean “alive” or “I live.” It was chosen to capture the kinetic energy of the organization’s work, shifting focus from the static concept of “celebrity” to the dynamic, shared experience of artists and audiences coming together.” 

Creative Partner—COLOSSUS

[Qualitative Research, Brand Strategy, Naming]