This project is to design seasonal marketing materials including the brochure, posters as well as social media channels for theatre Erindale. The themes and productions of this year are relevant and contemporary. So they need a very contemporary, bold, and edgy design. Based on these, I came up with these designs. Hope you can enjoy
Client
Theatre Erindale
DELIVERABLES
Year
2023
Role
Editorial Design · Art Direction
Challenge
The initial concept was built around three fluorescent color palettes, giving each production its own personality while connecting them under one bold and contemporary seasonal identity.
During the client review, however, two practical concerns emerged: three different colour versions would increase printing costs, and the proposed logo treatment pushed too far from the existing brand identity.
The challenge became finding a way to respond to these constraints without losing the energy and character of the original concept.
Strategy
Instead of starting over, I identified which elements were essential to the concept and which could be adjusted.
I simplified the color system to make it more practical for production and refined the logo treatment to stay closer to Theatre Erindale’s established identity. At the same time, I preserved the bold typography, expressive compositions, and visual distinctions between the three productions.
This allowed the creative direction to evolve in response to client feedback while keeping the original idea recognizable.
Solution
A shared typographic and layout language connects the season across posters, brochures, and social media, while variations in imagery and color distinguish each production.
The result is a flexible campaign system that balances creative expression, brand consistency, and real-world production requirements.
