The Lewis & Shirley White Theatre at The J has launched a new mission statement and updated logo in anticipation of the reopening of its newly renovated space later this fall.
The mission statement ties in with The J’s established values. The complimentary values reflect The White Theatre’s continued commitment to producing professional-quality performances to inspire, entertain and connect the community. Rooted in more than 20 years of history, the refreshed identity is intended to reinforce The White Theatre’s role as an innovative, inclusive and passionate cultural hub.
“This rebrand clarifies and strengthens The White Theatre at The J’s identity as a place where professional-quality artistry and community connection meet,” said Jonah Greene, director of Arts & Culture at The J. “It reflects our continued commitment to producing high-caliber work while deepening our role as a vibrant destination for the arts.”
The White Theatre produces year-round performances with a commitment to artistic excellence, meaningful storytelling and community engagement. The rebrand comes as The White Theatre prepares to reopen following a renovation designed to enhance both audience enjoyment and performer success.
“This renovation is about elevating every aspect of the experience, from the moment you sit down to the final curtain,” said Scott Slabotsky, producer at The White Theatre. “Audiences will notice improved sightlines, enhanced acoustics and more dynamic lighting, all of which bring them closer to the story on stage.”
Slabotsky, who chaired the capital campaign that led to the opening of The White Theatre in 2005, said the organization has grown beyond its original vision.
“When we opened in 2005, we had a vision of what The White Theatre at The J could become, but the growth has exceeded our expectations,” he said. “We have evolved into more than a producing theater and have become a destination for artists across the Midwest and are now recognized as one of the leading Jewish theaters in the country.”
The updated logo represents the Tree of Life that can be found in the stained-glass window at the entrance of the theater itself. The roots represent the theater’s history. The branches complement The J’s “Five Core Values:” Welcoming & Inclusive; Building Community; Enriching Mind, Body & Soul; Passing on Jewish Culture & History; and Treating Others As You Wish To Be Treated. The trunk, uniting both the past and present, shares the theatre’s vision to be an innovative, inclusive and passionate space for actors and theatregoers alike to engage with theatre.
“Moving forward, the rebrand positions The White Theatre at The J not only as a presenter of performances, but as a cultural hub for the community where belonging is fostered, diverse voices are elevated and Jewish storytelling comes to life,” Greene said.
Theater programming at The J dates back to 1932 with the Resident Theatre, one of the region’s earliest organized community theater efforts. Since opening its current space in 2005, The White Theatre at The J has produced a wide range of acclaimed performances, including “Les Misérables,” “Newsies,” “A Raisin in the Sun,” “The Music Man” and “West Side Story.”
As The White Theatre looks ahead to its next chapter, leaders hope the rebrand resonates with both longtime patrons and new audiences. The refreshed identity is intended to honor the theater’s legacy while creating momentum for its future.
More information about The White Theatre at The J is available at thewhitetheatre.org.