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In the regular dog-eat-dog corporate world, an identity is crafted
so that it is evergreen. It should last for the lifetime of the com-
pany, with only minor tweaking required now and then to update
it. But in the entertainment world, although identity is just as
important, it is an ephemeral thing, so it has to make a significant
impact because it’s there only for the briefest moment. Chase
Design Group’s 2001 assignment to create the identity and col-
lateral materials for Madonna’s Drowned World Tour was a case
in point, and it presented significant additional challenges as well.
“A tour is a product, like Disneyland or any other experience,”
says ...