Designs Are Intentionally More Provocative Than Usual
The question is what do transvestites and talking cats have in common? The answer is they will both be featured this school year through the Performing Arts Department (PAD) at Washington University in St. Louis (WashU).
WashU’s PAD recently approached Werremeyer Creative to develop images for the marketing of its 2018-19 theater productions. The shows run through mid-April.
The schedule includes Richard O’Brien’s “The Rocky Horror Show” (Oct. 19-28), Leah Nanako Winkler’s “Kentucky” (Nov. 15-18), Tony Kushner’s “Angels in America, Part One: Millennium Approaches” (Feb. 22-March 3) and Lucas Marschke’s “Florida” (April 11-14).
In “The Rocky Horror Show,” newlyweds Brad and Janet have blown a tire. They abandon their car and stumble into the Edison Theatre — right into Frank N Furter’s castle in Transylvania. Here their naive notions of sexual identity will be forever changed.
In “Kentucky,” big sister Hiro has come back home to rescue her sister Sophie from an abusive father and marrying a born again Christian she only just met. Here is a “dramedy” with music and talking cats and ethnic and cultural divides as old as the hills.
“Angels in America, Part One: Millennium Approaches” is one of the more ambitious American plays of our time. It focuses on many hot topics in today’s culture and takes the viewer to places such as Washington, South Bronx, Salt Lake City and Antarctica.
“Florida” is about a married man who is having an affair. He gets kidnapped on date night by a couple of hoodlums looking for his roommate. The show is a smart and mysterious road trip comedy with lots of twists and turns that build up a good amount of drama.
WE took the approach of developing imagery for each performance that would fit within a standard system. The system is based on a square image, which expresses the production’s tone. This image fits within a standard system that “brands” the production as a PAD event, while making it easier for the department to create the marketing materials internally.
“These are projects WE love to work on,” Werremeyer Vice President & Creative Director Steve Hartman said. “Creating images like these — with the intent of being more provocative than usual — pushes our imagination and challenges us creatively. That freedom keeps our team sharp and happy.”
WE were charged with raising overall awareness for the productions and helping to drive student attendance. Our decision to create square images with a 1:1 aspect ratio was designed for Instagram posting, which is very popular among college students.
“Taking some risks allows us to stretch our creativity, which makes our design work more successful,” Hartman added. “It keeps us connected to the St. Louis region’s greater creative community. It’s been great to make a small contribution to this very successful series of theater productions. We wish them the best this school year.”
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