The curtain rises on a bolder and brighter era for downtown as Hennepin Theatre Trust becomes Hennepin Arts aiming to illuminate the cultural landscape
The new name and brand maximize Hennepin Arts' ability to unify its efforts—from theater to education to community, and beyond
Hennepin Theatre Trust announces a transformative rebrand to Hennepin Arts. Its new identity radiates the organization's expanded cultural impact and energizes revitalization efforts in downtown Minneapolis, while reaffirming its commitment to artistic excellence and community engagement.
Hennepin Arts marks a natural evolution for us. Hennepin connects to our unique place as a local destination and a place of origin for our reach across the state, and Arts speaks to the breadth of our artistic endeavors. It embodies our deep roots along Hennepin Avenue while celebrating the expansive creativity that defines our mission.
"We are excited to apply our new brand idea of multi-vibrancy. It encapsulates our energy, enthusiasm and the profound impact we have across Minnesota. As we move forward, our brand will guide us in continuing to expand creative horizons and contribute to the cultural and economic vitality of downtown Minneapolis."
Hennepin Arts' new tagline, "Braver Brighter Bolder," underscores its commitment to innovation and excellence across all facets of our operations. A prime example of this bold approach is hosting the pre-Broadway world premiere of the new musical Purple Rain next spring before it heads to Broadway. As a leader in the Hennepin Theatre District, we work closely with city officials, business and community partners, educators, cultural influencers and philanthropic leaders to create new opportunities and explore innovative art forms, such as integrating food trucks and culinary experts into our events.
The rebranding effort culminates a year-long journey of introspection and strategic planning, aimed at positioning Hennepin Arts as a leading hub of artistic expression and cultural engagement. The initiative began under the leadership of previous president and CEO, Mark Nerenhausen. Duesing was handed the baton for this project along with the Hennepin Arts team, bringing the brand to fruition.