Campaign for an interactive re-imagining of Shakespeare's 'Much Ado About Nothing' set in a Mediterranean tavern.
"The poster took inspiration from big and bold productions from 'Hamilton' to 'Rogue One: A Star Wars Story' to lure in audiences who hadn't been to an independent theatre show before.'
'Much Ado About Nothing' was an interactive theatrical experience inside a warehouse converted into a makeshift c. 1700s Mediterranean tavern for the show. Director Bokkie Robertson re-wrote sections of the play to set it in a Mediterranean tavern and appeal to a contemporary audience keen to see strong female characters in Shakespeare. To promote the play I designed the brand identity, website, poster, program, and postcards as well as social media banners, posts and stories.
"Vibrantly textured Moroccan tiles inspired the @muchado2022 social media grid design and custom tile templates."
Marketing was front of mind from the beginning for Producer Izabella Louk and Director Bokkie Robertson to secure crowdfunding for the show. I started by working closely with the pair to collect visual references and develop a deep understanding of their new vision for the play. Over several months we developed a unique brand identity of the show that would appeal to the Sydney indie theatre scene and beyond. The concept combined elements of old and new: bold sans-serif typefaces with aged and distressed textures, commanding silhouettes with hints of medieval iconography. I also collaborated with the Designer Blake Hedley to help introduce elements of the graphic design concept into the design for the show itself. The show sold out before opening night.
