Portfolio

Lookingglass Theatre

Ampersand was engaged by Chicago’s renowned Lookingglass Theatre to envision a next-generation brand and digital ecosystem supporting expanded audience engagement and multi-use programming.

Sector: Performing arts | Cultural institution
Engagement type: Strategic advisory | Organizational repositioning
Scope: Building on the “Come through” thematic direction introduced by theatre leadership, Ampersand translated the concept into a cohesive brand and digital strategy — articulating its meaning across audience experience, messaging architecture, and visual expression. Ampersand’s exploratory work encompassed brand messaging, marketing technology stack and website architecture.

Tony award-winning regional theatre

A woman on stage raising her right arm with her hand in a fist, wearing a long flowing black dress, performing under blue lighting with circular light fixtures in the background.

Impact

  • Defined a future-state brand and digital vision supporting audience growth and organizational evolution

  • Equipped leadership with a strategic roadmap for phased brand and website investment

  • Established a shared vision across stakeholders for expanded programming and institutional growth

  • Laid groundwork for long-term brand and platform modernization

Document outlining Lookingglass Theatre Company's theme, mission, vision, and values, emphasizing creativity, storytelling, and community engagement.
Screenshot of a website page for Looking Glass Theatre in Chicago, with sections describing the company's overview, site requirements, content management, patron management, and a summary.