Despite the growing popularity of opera as an art form, membership in The Guild was eroding.

After conducting research with key member segments, we brought together a core team from The Met and The Guild to clarify the role of The Guild “brand” in supporting and promoting The Met.

We worked with this core team to reposition membership and its benefits and services; design a new logo and identity system; and totally revamp acquisition, retention, and membership materials.

Even in a difficult post-9/11 and economic environment, this new campaign has helped acquire new members among The Guild’s most lucrative but previously resistant targets, retain members at a higher rate, and increase the perceived value of membership benefits.

Chairman, Joint Committee on Membership
Board member, Metropolitan Opera and Metropolitan Opera Guild

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Membership Materials

Constituent research revealed that even longtime members were not

fully aware of Guild benefits. We created a member guide that organized

a rich array of benefits in an easy-to-follow format, encouraging increased

member involvement.

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Logo

The new Metropolitan Opera Guild logo is a signal of a revitalized,

more responsive, and active Guild. It represents an organization of

opera lovers that suports and promotes The Metropolitan Opera,

and opera in general. To that end, the “G” of “Guild” surrounds and

embraces “The Metropolitan Opera,” and the word “Guild” is the

“platform” for “The Metropolitan Opera.”