Client: Gateway Performing Arts
Industry: Performing Arts & Community Theatre
Project Scope: Brand Identity Design, Digital Collateral, Print Collateral
Before I went to school for graphic design, my dream was to be on Broadway! A few things have changed since then… but I still enjoy being a part of community theatre productions. Call me crazy, but I LOVE stepping out from behind my computer screen and performing on stage in front of an audience.
BACKSTORY
Gateway Performing Arts is like family to me and I’ve worked with them for many years – as an actress and performer, staff member, and designer. They hold a very special place in my heart.
FUN FACT: I actually met my husband, Eric, back in 2015 when we were in the cast of Godspell together! But that’s another story. 😉
GPA offers many ways to get involved (such as performing arts classes, showcases, community nights, and more). But their two biggest events are their yearly Broadway-style summer and Christmas musicals. These shows are highly anticipated in the Dallas / Fort Worth community!
GOALS
Fiddler on the Roof is a timeless show and has been done many times (we probably all know at least one or two of the songs!)
When GPA picked Fiddler as their summer show, they knew they wanted to bring a fresh perspective to it, while still honoring the original message. And they wanted those choices to shine through in the brand identity design.
I did this by selecting a vibrant color palette and creating movement in the letters of the primary logo. I wanted to be sure the design had lots of personality. There’s also a sunset in the background which is a nod to the famous song, “Sunrise, Sunset.” It’s these little details that make this brand identity unique and fresh!
After crafting the custom brand identity, we had a long list of print and digital marketing deliverables to create. This included a playbill, show posters, DVD cases, mini invitations, roadside signage, coffee sleeves, cast t-shirts, and more. Did I mention there were a lot of collateral items?
It was a BLAST designing so many pieces that helped bring this theatre brand to life! Here’s a peek at a few below.
BONUS: Eric and I were actually in this show and were cast opposite of each other! I played Hodel and he played Perchik. We were still dating at the time, but obviously, it all worked out!
🎶 Matchmaker, matchmaker, make me a match! 🎶
EXPERIENCE
I loved partnering with Gateway Performing Arts on the Fiddler on the Roof brand design. We accomplished all their original goals, and the show was a smashing success (with a sold-out run)!
“London is a powerhouse of creativity, kindness, and grace with the heart of a servant. She goes above and beyond with the best attitude ever. We could not have pulled this show off without her and are beyond grateful for her!”
– David Schubert, Gateway Performing Arts
If you’re a theatre company or business owner and are ready for a memorable custom brand identity, let’s chat! I’d love to meet you. Check out my services or book a free consultation call!
