Theatre & Drama Studies 2023-2024 Season
Brand Identity / Logo Design / Print & Digital Design+ Role: Graphic Designer | Freelance
+ Team: Holger Syme (Department Director), Mike Slater (Manager, Theatre Operations)
+ Date: July 2023
+ Tools: Photoshop, Illustrator, InDesign,and Adobe Stock
Background
The University of Toronto Mississauga Theatre and Drama Studies (TDS) program approached me to create a campaign identity for online and OOH marketing of their 2023-2024 season productions. I designed a visual identity system, digital assets, and marketing collateral that would work across their online and physical touchpoints.
Research & Direction
From my visual research, I noted that most season campaigns reuse photographs from past seasons or create abstract graphics as key visuals for each play. For TDS, there were no images of the six new plays from past seasons to work with, yet I need an impactful visual identity to catch the audience’s attention.
I based the design on punk photo edits, a culture with an experimental, self-expressive nature. Not only does it align with student actors who are full of potential and strive to stand out, but it is visually dramatic and impactful, which would encourage sharing on social media and drive ticket presales.
Design & Rationale
I designed a visual identity system that meets their multichannel marketing needs.
I edited stock images to create scenes of the anchoring plot in each play, then added a monochrome halftone effect and a vibrant colour tint with a matching background. A paper texture was added to enhance the DIY, printed feel of punk graphic designs.
Key VisualsI chose Neue Haas Grotesk as the foundation for their logos and added cohesiveness by applying a subtle halftone diffused along the edges without sacrificing legibility.
Logo SystemThe primary light green colour represents student actors who are just like budding plants, filled with potential and ready to shine on stage.
Primary ColourOutcome
In addition to the visual identity system, I produced an 18-page brochure, six posters (one for each play), and digital assets such as banners and profile pictures for their Instagram, Facebook page, and department website.
I worked closely with the department director, Holger Syme, to receive feedback on design revisions and ensure alignment with the program’s vision.
Since the announcement of the 2023-2024 season, TDS has received 1,500+ views and 70+ likes per campaign-related social media post.
