Washington DC: Topping off a brand campaign that is reviving the capital’s Arena Stage, Mires has revamped the web site for this flagship of American not-for-profit theater. “Arena Stage’s success and heritage are built around a passion and a commitment to excellence,” says Scott Mires of the San Diego firm. “Our goal was to continue telling the story without changing the language. We needed to capture the emotion and surprise inherent in the Arena brand, bring it to life on the web, and deepen the connection between the brand and its audience.” Mires says that the site enhances the overall identity, also executed by his firm in the late 90s, because it “evokes action” on the part of ticket buyers, shoppers and potential donors. He adds that “the web allows you to tell a deeper and more meaningful story than any other media—it allows you to personalize the brand experience in a more compelling way... [It will] take the brand to its next stage of evolution.”