BREATHING NEW LIFE INTO CLASSICAL THEATRE.
BREATHING NEW LIFE INTO CLASSICAL THEATRE.
Since opening its doors in 1968, Theatre Calgary has been one of the city’s premiere cultural destinations. But heading into its 51st season it was at a crossroads. As the Theatre had aged, so had its customers. And in order to ensure its success in the years to come, it needed to attract a younger audience, while at the same time staying true to its core customers.
Theatre Calgary started by refreshing its roster with a mix of productions both new and old.
But this wouldn’t matter much if the company’s look and feel was still trapped in theatre conventions of the past. So we developed a new, comprehensive design program - one that injected the drama back into theatre. And most importantly, one that would feel just as at home on a wild posting outside a coffee shop as it did in the pages of a high-end magazine.
idea
Working with an illustrator, we developed a series of posters for the entire season. Each one captures the essence of the productions, enticing people to discover more. And while each poster is unique, they are all distinctly Theatre Calgary.
poster series
The result is contemporary, but classic. It is equal parts high-end as it is accessible - striking a delicate balance of appealing to firstime theatre-goers as well as longtime fans.
social
Part of reaching a younger audience meant promoting the Theatre in different places than in the past. We turned the artwork into a series of animated GIFs for Theatre Calgary’s social channels.
collateral
The same illustration and design treatment was applied to all of Theatre Calgary’s promotional materials - including their annual program.
End of the line
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