Skip to main content
Ann Arbor, MI
10:41 PM
53º
734.332.4200Send a Message

Let’s find what you need.

Curious about working with Phire Group?

Explore our FAQs
Back

UMS

Challenge / Objective

UMS, a 140-year-old, world-renowned performing arts institution, was ready to enter a bold new era. Inspired by shifts in programming and audience expectations, the organization needed a brand evolution that honored its legacy while embracing its future. As one of our longest-standing partners, the challenge was to refresh the brand without losing the history and equity that make UMS iconic.

Solution

We continue to collaborate closely with their visionary team to reimagine how the organization presents itself — visually, verbally, and experientially. The result is a revitalized brand system that is constantly evolving, elevating the experience, and creating space for new visitors.

Result

A refreshed brand that leans forward, ready to support UMS’s next chapter. Stay tuned for more.

Man with an afro hairstyle playing a cello, wears a light blue shirt and gray vest. He is focused, with a serene expression against a light blue background with white circles.
Watch on Vimeo: “UMS + Phire Group ”
Black lowercase "ums" in bold, surrounded by small uppercase text reading "University Musical Society" in a circular layout on a light gray background. The word "Before" is centered at the top.Black background featuring a modern white abstract logo resembling "ums" with a stylized design above. Text below reads "BE PRESENT," creating a minimalistic and thoughtful tone.
A collage titled "Previous Materials" features a UMS logo, various brochures, flyers with artistic images, and a web page from the 2011-2012 UMS season.A contemplative man sits on a blue chair in a dimly lit theater, surrounded by blurred music stands. Overlaid text reads "Challenge Perspectives."
Bald dancer dynamically leaps, mid-air in black attire, exuding grace against a white backdrop with abstract circular gray design elements.Blurred image of shirtless figures moving, creating a dynamic and energetic feel. Text overlay reads "UMS Annual Report 2022/23" with a logo.
A collection of open brochures on a dark surface, showcasing elegant page layouts with images, text, and graphics, conveying a sleek, professional tone.An array of colorful posters is laid out, featuring diverse dancers in dynamic poses. The designs range from minimalist to vibrant, conveying artistic energy.A conductor passionately gestures, leading an orchestra. Text overlay reads "Looking Back" and "Leaning Forward." The mood is dynamic and focused.
Open magazines on a light surface. One features an ad for "American Ballet Theatre" with a dancer performing. Another has text and an illustration of a dog. A third magazine cover shows a festive street with a decorated Christmas tree.Homepage of a theater website featuring actors in Victorian costumes from "A Christmas Carol." The scene is lively and festive with event listings below.
A visually striking theater set features actors moving on stairs. Bold text reads "EMOTIONAL/PROVOCATIVE." The scene conveys drama and intensity.
A vibrant event webpage featuring a dramatic black and white portrait of a performer with bold text: "UMS Season Opener: My Brightest Diamond." The design includes bright yellow accents and smaller images of artists, conveying a dynamic, artistic tone.An open magazine with an article about "Us/Them" on a yellow and gray textured surface. A vibrant yellow and white cover titled "No Safety Net" is nearby.
A series of four posters on a wall showing the words "Be Present" in bold text. Each poster features a person engaged in a creative activity. A cyclist in motion blurs past the posters, emphasizing movement. The background colors vary: black, green, blue, and purple, adding vibrancy and diversity. The tone is energetic and engaging.
A vibrant poster with a dancer in a flowing purple dress, performing gracefully. Text reads "Be Present" by UMS, University of Michigan, 2025-2026 season.Open brochure showing a season schedule for 2025-2026. Text on white and yellow panels lists events. Images of a ballet performance and a person in white add interest.
The image displays a collection of colorful event brochures arranged diagonally, featuring diverse performances and artists, creating a lively, artistic collage.

Keep exploring.

Explore All Work