Actors' Equity Issues Request for Proposal for Name Change and Inclusive Rebranding
The goal of a name change is to create an identity for the union inclusive of all its members, including stage managers and non-acting performers.
By: A.A. Cristi Feb. 16, 2023
Actors' Equity is taking the next step in a possible name change. The goal of a name change is to create an identity for the union inclusive of all its members, which includes not only actors but also stage managers as well as other kinds of performers.
The name change process began with a resolution, "In Solidarity, Change the Name of Our Union," which was passed at Equity's 2021 Convention. The resolution was then affirmed by Equity's council in June, 2021, with the council agreeing "that the name of our union should be changed" and "that within three years of the conclusion of the 2021 convention, the National Council put forth a complete plan to facilitate this name change, and that a working group be created to begin this process."
Equity is looking to work with an agency who will guide the union through the steps and any possible related rebranding. The chosen agency will work with Equity member-leaders and staff in two phases. In the first phase of work, the agency will advise the Change The Name Working Group in assessing name-change readiness, conducting market and stakeholder research, developing new name options and choosing a new name, while managing communications with members and the broader industry about the process. In phase two, should the union decide to move forward with a new name, the agency will assist in developing brand assets related to the new name, including but not limited to a new logo, tagline, visual identity, etc.
This move from Equity is similar to the one taken by the Entertainment Community Fund, previously known as the Actors' Fund. Both organizations represent and help more than just actors.
An agency is expected to be selected by the end of April. Project work will be expected to begin in May and continue into 2024.
If your agency wants to submit a proposal for consideration, you can. The request for proposal is open to all firms. The full RFP is available at https://actorsequity.org/aboutequity/NameRFP.
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