The Musical Stage Company

Singing the praise for the launch of the new site and email marketing.

The Musical Stage Company is the largest and leading charitable musical theatre company in Canada. They strive to develop and produce thought-provoking musical theatre with contemporary relevance and to build and enrich communities through musical storytelling. Their musical productions – including award-winning contemporary musicals, world premieres, and concerts – are seen live by 30,000 people over 80+ nights. To date, their work has been recognized with 96 Dora Award nominations, 21 Dora Awards, and 17 Toronto Theatre Critics’ Awards.


To define and apply a cohesive strategy for the direction of the company’s main branding, as well as to grow and evolve the branding of their various productions in-market. The goal was to improve the level of their marketing presence through their marketing to match the calibre of the thought-provoking and award-winning productions.


While working with the team at MSC, we reviewed their marketing efforts and media presence, as well as a cross-section of their target audience to maintain all the equity in the current branding. We focused on how they communicated and engaged with their audience through the site and email marketing so we could scale it up and push the branding forward.

The result was a new, much broader, contemporary look that allowed the brand to be enjoyed in harmony, whether in print, online, or in video. 

The process started another level of engagement from the main company staff, as well as new sponsorship alliances, and marketing opportunities for their productions.

Visit the site:

Sherpa created excellent dynamic content. They always provide exceptional expertise and ensure our brand soars to the next level.

— Victoria Barber, Director of Marketing & Engagement

  • Internal documents
  • Print / web advertising
  • Website
  • Infographics
  • Social media
  • Key art
  • Web development
  • Printing
  • Social Media

Contact Us

We are always open to meeting new designers and partners alike. Some of our best projects stem from a marrying of talents and we would love to see yours.

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