HATTILOO THEATRE | SEASON 11

Season 11 Branding & Creative Direction

 

For Hattiloo Theatre’s 11th season, I built a visual identity around the idea of “Pause for some Hattiloo.” With attention constantly being pulled in every direction, the season invited people to slow down, take a breather, & really engage with Black stories on stage. The number 11 became the key visual—designed to double as a pause button in the season lockup and throughout the campaign.

 

 

 

The Challenge

The season covered a wide mix of shows—classic, contemporary, dramatic, & musical. We needed an identity that clearly felt like Hattiloo, while still giving each production its own personality. The season statement also had to work as a call to action—something that nudged people to stop what they were doing, pause, & choose theatre.

 

My Role & Approach

I created a season-wide design system built around the 11-as-pause idea, paired with bold type, expressive imagery, & a flexible layout. The pause motif helped tie everything together across posters, signage, & digital pieces, while still giving each show room to stand on its own.

 

Execution

• Season identity system & pause-button lockup

• Individual show key art

• Posters & print collateral

• Digital campaign assets

• Theatre signage

 

Impact

The Season 11 look gave Hattiloo a clear, recognizable presence for the year. The pause concept helped the campaign stand out & feel inviting, while reinforcing theatre as something you actively choose—not just something you scroll past. Each production had its own visual voice, all within a cohesive season framework.