Our Brand Evolution
WE ARE A THEATRE OF CREATIVE TRANSFORMATION, WELCOMING YOUNG PEOPLE TO REACH, GROW, DISCOVER, AND SHINE UNDER EXTRAORDINARY ARTISTS AND OPPORTUNITIES.
THE NEW DAY CHILDREN’S THEATRE MISSION
As we move toward our twentieth year of existence in 2026, there is much to celebrate in our past and tremendous opportunity to embrace ahead. We’ve grown in community with you, the children, families and friends of New Day. In reflecting on nearly two decades of growth and influence on the lives we touch, we knew it was time to reshape how we share our story, beliefs and vision.
We are proud to share a new, inspired brand to carry our theatre family forward. We elevated our look, vision, and voice to match the vibrancy and talent of our youth and their incomparable spirit. They remain the inspiration in everything we do.
Over the past months, a special committee worked with DRMTM — a national women-owned collaboration that builds bold arts and culture brands packed with purpose — to conduct research and design our deeper visual and written identity. In addition to choosing an updated look and colors, we adopted refocused mission, vision and value statements to capture the true spirit of our theatre home and to serve as the guiding beliefs of our organization moving forward.
“We’ve struggled for years to capture the essence and magic of New Day that sets us apart. And now we have. Our new identity isn’t really new at all – it sums up everything we believe and have worked toward since our founding. But now we have the visual and written expression of who we really are. And it is entirely youth-driven and inspired, just like us.” Ashley Morgan, Board President
What’s New:
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• A newly ignited, energetic logo and tagline express our uplifting approach, where every young person can reach, rise and shine to their greatest ability as theatre cast and crew
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• A fresh color palette and visual graphics capture the creative, celebratory spirit of our youth and illuminate their expression
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• A written and spoken voice clearly shares our beliefs and focus on uplifting the uniquely creative abilities of all children under the guidance of professional artists
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• An evolved brand articulates our passion and purpose, urges participation, and boldly claims the promise of creative transformation for any who wish to belong
A LOVE OF THE ARTS BEGINS AND GROWS HERE,
BUILDING CONFIDENCE, SKILLS AND COMMUNITY FOR A LIFETIME.
THE NEW DAY CHILDREN’S THEATRE VISION
NEW DAY IS A PLACE TO
Grow
Our theatre sows growth, discovery and opportunity,
nurturing the confidence, character and contribution
of our children for tomorrow’s world stage.
Shine
We ignite the inner light,
illuminating the experience of youth through performance.
Belong
Our theatre is a safe place to be creative,
embrace our unique talents, accept and be accepted.
Believe
Our theatre is open for every child to imagine, do,
and be something brave and beautiful.
Learn
We passionately commit to young talent
learning and performing under professional artists.
Rejoice
We flourish with magic and joy, finding
profound fun and friendship in the act of creating. ​
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Our Value
New Day Children’s Theatre embodies inclusion, accessibility and opportunity in the performing arts, fostering the unique talents of every youth reaching for creative growth, discovery and belonging. Our commitment to children, artists and community makes each performance shine, radiating with the joy and wonder of beloved stories uniting stage and audience.
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What’s Next
Reach higher, shine brighter with us! Come along for the discovery and delight of a new, exciting season at New Day. As always, you are the reason for this renewed mission and fresh vision.
