We began by reimagining IDSA’s LA brand identity from the ground up. Through discovery sessions with faculty, students, and alumni, we uncovered the school’s core strength: a vibrant, supportive, and real community—something rare in the LA acting scene. We repositioned the school’s brand voice to reflect this, emphasising authenticity, opportunity, and cultural richness.

The rebrand included:

• Refreshed brand messaging and tagline

• A visual identity update (fonts, tone of voice, graphic direction)

• Positioning strategy: “A community-first drama school that makes space for real stories”

The centrepiece of the project was a full creative direction plan and production of a new suite of digital ads, led by 1711’s core principle: authenticity above all. We leaned into real stories from the students and let their voices shine—no scripts, no actors—just truth.

But we knew LA also needed edge. So, we designed a creative campaign that balanced raw storytelling with on-trend visuals, sound design, and editing styles that matched what was resonating in LA’s digital media landscape at the time.

Our creative direction included:

• A series of short-form vertical ads tailored for Instagram Reels, TikTok, and Stories

• Hero videos for YouTube pre-roll and longer ad placements

• Behind-the-scenes documentary-style interviews with students

• Cinematic visuals capturing LA streets, IDSA classrooms, and everyday creative life

• A content calendar that mapped out themes such as belonging, ambition, creative struggle, and finding your voice

The tone was rooted in East London grit but translated for West Coast energy: visually bold, emotionally grounded, culturally aware. The result was a campaign that felt like LA needed it now—something honest but fresh.

With the creative vision in place, we built and launched a digital-first marketing strategy that included:

• Targeted Instagram and Facebook Ads

• TikTok content strategy with weekly drops

• Google Search Ads aligned with “acting school LA” keywords

• Email drip campaigns for warm leads and follow-ups

• Strategic improvements to the school’s Google Business listing—getting it to the first page of U.S. search results

We collaborated with current IDSA LA students with strong digital influence, creating social-ready content that blended their journey with the campaign. Their lived experience became the campaign’s emotional hook.

We also developed co-branded content partnerships and ensured all content—from email marketing to social posts—was integrated and aligned with the newly defined brand voice.

We closely tracked performance over the 3-month campaign window, using a combination of:

• Meta Business Suite analytics

• Google Ads dashboard

• Instagram/TikTok Insights

• Web traffic & conversion rates

Key Results:

• 68% increase in audition applications

• 43% rise in engagement across social platforms

• Website traffic more than doubled, with the majority driven by digital ad campaigns

• Top 3 search engine placement on Google for major acting school search termsription

This rebrand not only elevated Identity LA’s visibility—it established them as a culturally relevant, trusted space for aspiring actors in Hollywood. Backed by 1711’s creative consultancy, strategy, and commitment to people-first storytelling, IDSA LA transformed into a school known not just for training, but for community, culture, and creative authenticity.