Theatre Victoria | Brochure Design | Conceptual Project | Master of Communication Design | 2017
How can content driven image making inspire a seasonal visual identity for a theatre brochure?
Annual season brochures are central to theatre marketing strategy and are used to attract subscribers, donors and develop audiences. As government funding declines and competition for corporate sponsors increases, more revenue must be raised from ticket sales. These publications work on three levels by promoting the overarching corporate visual identity (the brand), an annual sub-identity to unite diverse programming (the season), and create representative, individual identities for each production (the artistic offerings). In addition, season brochures act as physical mementos of an intangible experience, and are paratexts with their own cultural value. Like other arts organisations, it’s important for theatre companies to produce adaptable, content driven collateral.
This research project identifies and analyses existing conventions in theatre brochure design systems and strategy, then investigates the suitability of flexible visual identities and content driven image making for a hypothetical Australian performing arts company.