Inside media company Madison Wells’ very personal rebrand

Like most individuals throughout the destabilizing occasions of final 12 months, Gigi Pritzker discovered herself assessing what’s most necessary in her life—and as founder and CEO of the media company Madison Wells, that evaluation finally translated to a company rebrand.

“For sort of my complete profession, my sensibilities, my values, my style has run in the direction of a sure sort of story,” says Pritzker. “If I look again, there’s at all times a giant underdog piece to what I are usually interested in.” Pritzker’s Madison Wells’s manufacturing resume consists of the Tony Award-winning performs The Inheritance and Hadestown, Nationwide Geographic’s Genius collection, 21 Bridges, and extra. “The pandemic, this era that we’ve all gone by means of,” she provides, “all of us crystallized in some respects what was necessary to all of us and have actually frolicked fascinated about what are we doing? How are we spending our time? And what’s necessary to us?”

With the rebrand, Pritzker and her groups throughout movie, TV, stay occasions, podcasts, and extra are placing a finer level on that “underdog” component to showcase tales about and by “badass ladies.”

Earlier this 12 months, Madison Wells acquired the rights to intercourse educator and researcher Emily Nagoski’s e-book Come as You Are: The Stunning New Science that Will Remodel Your Intercourse Life. Madison Wells additionally just lately launched the Tammy Faye biopic The Eyes of Tammy Faye, director Geeta Malik’s household dramedy India Sweets and Spices, and the company is growing creator Ali Benjamin’s bestselling YA novel The Factor About Jellyfish as each a movie and stage manufacturing.


Shuga Cain as Mistress of Ceremonies in Seven Lethal Sins [Photo: Matthew Murphy]

“It’s actually about specializing in ladies in entrance of the digicam and behind the digicam who are usually not afraid to inform their fact and inform their personal story,” says Rachel Shane, Madison Wells’ chief content material officer. “It’s about pushing ahead and never letting anybody cease them from that path. And I do consider that that’s the definition of badass.”

Each Shane and Pritzker observe that Madison Wells is taking a expansive view on inclusivity in that they’re taking a look at greater than gender and race. The company is positioning itself as a repository for boundary pushers throughout the board with little in the best way of containers to verify past that.

“For me, each personally and as an expert on this business, it’s simply being attuned and open and conscious sufficient to acknowledge when [a good story] does come by,” Pritzker says. “Our world is just not wanting troublesome and difficult issues to spotlight and assist. So for me it’s being open to it and being conscious of it and wanting to interact with it.”

For instance, the little-known but exceptional story of Daniel Joseph Jenkins, a reverend in Charleston, South Carolina, who established an orphanage in 1891 for Black avenue youngsters. Jenkins sought donations of musical devices from the townsfolk, and with the assistance of native musicians P.M. “Hatsie” Logan and Francis Eugene Mikell, taught the orphans the right way to play. With time, the Jenkins Orphanage Band grew to become a coaching floor for future jazz musicians and an influential drive in jazz itself.

“When have been introduced this story, I instantly stated, ‘It is a musical’,” says Jaime Forshaw, govt producer for Madison Wells’s stay division. “Fingers down, this might be a implausible visible, sensorial hit. It would spark conversations, and it’s undoubtedly a narrative that needs to be heard and one I’m stunned isn’t already recognized.”

“I feel the rebrand for us, particularly for stay, is extra poignant within the sense that it’s all about voices that aren’t heard and voices that needs to be heard and have to be heard,” Forshaw continues. “Theater offers a way more compelling, quick visible response with an viewers member. You possibly can actually attain the emotional core of somebody.”

Madison Wells’s rebrand additionally faucets into Pritzker’s personal emotional core. She labored with the women-founded company Ampersand to assist set a brand new tone for the company with a brand and web site refresh. “They actually dug deep into the motivation behind what we’re doing and why,” Pritzker says. “It felt like remedy at instances, in a great way. Consequently, the emblem that we got here up with—I do know it sounds sort of foolish [because] it’s only a brand—however it actually resonates for me. After we present it to folks, they’re like, ‘It’s a bit hippie, sort of such as you.’”


For Pritzker, Madison Wells’s rebrand looks like an evolution of who she is and what she’s at all times stood for. “Frankly, it’s a good time to state it,” she says. “It felt just like the time to really say, that is the factor I need to do and who I would like us to be.”