Transforming the Narrative: Studio Usher’s Three-Year Creative Partnership with Performance Space NY

What: Formerly known as PS 122, Performance Space New York is a leader in contemporary performance, renowned for producing singular experiences in dance, theater, and other art forms that challenge the boundaries of live performance. Studio Usher partnered with this institution for three years, working closely with the Artistic Director and Director of Communications to market and promote productions. During this time, we developed promotional materials for the annual COIL Festival, further solidifying PSNY’s reputation as a hub for innovative performance. Additionally, Studio Usher was hired by the Development Director to develop a comprehensive fundraising campaign for a major building renovation, which we named and branded ‘Give Performance Space’.

Goal: Studio Usher’s objectives were to design marketing materials for individual shows, promote institutional branding, and execute a capital campaign that successfully raised funds for the renovation. A key challenge was addressing the theater’s temporary homelessness during the renovation and turning it into a symbol of strength, resilience, and future potential.

Notable: The ‘Give Performance Space’ campaign transformed the narrative of the theater’s temporary closure into a powerful symbol of growth and artistic evolution. The campaign played a key role in engaging supporters and positioning the theater for continued success post-renovation.