The Kennedy Center for the Performing Arts


The Kennedy Center for the Performing Arts

Year Completed

Type of Work
Audience Definition & Analysis
Support Messaging

Bruce Mau Design

Audience Definition & Analysis,
Personas to Support Messaging

Working in collaboration with Bruce Mau Design, who were redeveloping branding for the Kennedy Center, Bespoke embarked upon a fast paced and in-depth research process into who the Kennedy Center's current audiences are and what potential there is for growth as the institution’s vision evolves. We conducted international benchmarking, looked to emerging trends and best practice research, surveyed over 200 current attendees and led a series of focus groups and one-on-one interviews with under-represented audiences, staff, and thought leaders.

Our research was centered on how cultural consumption within the arts is changing, what motivates different types of audiences to engage with an institution and why the arts matters for them. We developed a range of targeted personas that could be used to develop more focused messaging and to strengthen cultural participation.