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Groundwell Theatre: demon of Men Series

Poster and Brochure

This theatre’s annual series shifts significantly every season. In order to develop an annual, flexible system, it was essential to build a structure that can be impactfully transformed yearly, yet retain a clear sense of the theatre’s identity. I began with a restrained colour palette of black, red, white and lime, and concluded that macro photography would be the strongest means of separating themselves from the other theatre imagery of Toronto (which tends to be illustrative).

 

To maximize functionality on a controlled budget, one side is a poster, and the other side is a brochure/multi-fold direct-mail flyer. The poster is active, striking, powerful and threatening, much like the plays of the season, while the brochure is more open, informative and inviting, conveying all the details to the audience.