Actors’ Equity Association is the union for more than 51,000 professional actors and stage managers working in live theater, but its name only captures one profession of its members. On Feb. 16, the union issued a formal request for proposal to “guide stakeholders through a process of determining a potential new name for the union,” according to a release, as well as to establish how a process of changing the name and rebranding the organization would work.
At Equity’s 2021 convention, a resolution passed titled “In Solidarity, Change the Name of Our Union.” This request for proposal is the next step that will choose an outside agency that Equity will employ to assist in selecting a new moniker and rebrand the union.
The chosen vendor will work with Equity members and staff to first advise in “assessing name-change readiness, conducting market- and stakeholder research, developing new name options and choosing a new name” and communicating with members on its progress.
If Equity determines to proceed with a new name, the vendor will then help develop new brand assets, such as a logo, tagline and visual identity.
Responses to the request for proposal are due on March 15. Equity will choose its agency at the end of April; work on the project is expected to begin in May and continue through 2024.