ssn 6 branding
CHALLENGE:
Create a cohesive marketing campaign for Yellowtree Theatres sixth season. The campaign should evoke fun & passion and be a contagious draw for non theatre goers.
AUDIENCE INTENT:
Yellowtree Theatre has a supportive following of loyal theatre goers that enjoy both the shows that Yellowtree Theatre curates as well as simply being out at a live show. With that idea, the season 6 campaign was designed not to invite the audience as if they are outsiders, but to encourage the non-theatre goers to try something new. To engage with the passion and presence of a live show. To hint at a great date night or something out of the norm. The posters and cards were designed to engage the audience with the actors and fun of a live show with a hint toward the shows characters. The actual show and story is secondary to the idea of getting out and going to a live show.
LOOK:
Yellowtree really admired the work done for the Michael Grandage Co. so that was the starting point. The look was clean imagery shot on a white backdrop focusing on the character more than the show. There was a similar use of classic serif type paired with a clean modern reserve. We took this idea and added in some warmth and some of the consistent worn/gritty styling used in all of Yellowtree’s past marketing to keep their brand consistent with past marketing.
