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Denver Feminist Chorus Rebrand
Project type
Rebrand
Date
2024
Role
On a pro-bono basis, I led the 8 month effort of evaluation, deliberation, and collaborative decision-making to accomplish the project goals and to ultimately rebrand the chorus as the Denver Feminist Chorus.
I developed and led a process of thorough discovery, brand workshops, proposing and analyzing potential name choices, through the final consensus and managing the creation of a new logo. The decision to change the name was somewhat controversial for some of the long-time members in the chorus and those who didn't understand the reasoning - not only did this project require a thoughtful and thorough process, it also required the utmost transparency and clear, consistent communication to bring along all the relevant stakeholders.
Established in 1984, the Denver Women’s Chorus was a multigenerational treble chorus dedicated to musical excellence, building community, and advocating for social justice. DWC owes its existence to a group of brave lesbian singers who risked their livelihoods in 1984 to form a chorus that became both a safe place for its members and an outlet for musical expression. In 2024, the Denver Women’s Chorus was proud to be a trans- and nonbinary-inclusive chorus and is composed of LGBTQ+ singers and many dedicated allies.
In honor of the first 40 years of the chorus, and looking toward the next 40 and beyond, Artistic staff and members felt the time had come to evaluate the name to ensure it encompasses the chorus' values and serves them as a diverse collective moving forward. They acknowledged that not all members of the chorus identify as woman and that the critical social justice aspects of the chorus, including it's queer roots, were not encompassed in the name.
Goals:
- Ensure name of the chorus honors our herstory and serves us in the future
- Identify chorus name through an open, transparent and collaborative process to create buy-in among stakeholders
- Plan ahead for smooth execution, communication planning, etc.
