2econd Stage Theatre (2ST), one of the premier non-profit theatre companies in New York offers some of the best new plays written by living American playwrights. Our challenge was to grow the already substantial subscriber base. We created a series of brochures that highlight the originality of the works coupled with the notoriety of their playwrights, with clear branding identity that widens the appeal of the Theatre to a hipper, broader audience. When we began advertising for 2ST, subscription revenue increased 18% and single ticket sales surpassed target goals. Overall income for the year exceeded the prior year by 33%.