Fifteen years ago, leading patrons of the arts established the Harris Theater as Chicago’s first new performing arts theater in 50 years. The Harris Theater needed a strong brand to match its vision as a modern, diverse center for music and dance. Grady Campbell collaborated with the Harris Board of Directors to develop the theater’s brand and marketing strategy. We facilitated brainstorm sessions and discussions to get buy-in from all stakeholders and created the Harris brand identity, graphic standards, signage, marketing collateral, advertising campaigns and event promotions.