HATTILOO THEATRE | SEASON 12
Season 12 Branding & Creative Direction
For Hattiloo Theatre’s Season 12, I developed a season identity that leaned into the drama, build-up, & emotion of live theatre with a strong hand-made, experience-driven feel. The system was built around simple, bold titles that stayed consistent across the season, creating clarity and recognition, while allowing the imagery and custom illustrations for each play to take center stage.
The Challenge
Season 12 needed branding that respected theatrical tradition without feeling formal or overworked. The identity had to live everywhere—from tickets & programs to posters & digital platforms—while appealing to longtime supporters and new audiences. Each production also needed space to express its own tone and story without losing the cohesion of the full season.
My Role & Approach
I served as creative director, leading concept development, typography, illustration direction, & overall visual storytelling. The core system relied on restrained, confident typography for season titles, paired with expressive, hand-drawn imagery for each show. This balance kept the season unified while letting every production’s artwork shine.
Execution
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Developed a season-wide identity system
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Designed simple, bold title treatments used consistently across the season
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Created custom, hand-drawn illustrations for each production
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Built a flexible typographic system for headlines & body copy
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Designed the season logo & tagline as a unifying element
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Produced print materials: posters, playbill, program, & brochures
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Created digital campaign assets: social graphics, email headers, & web banners
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Coordinated on-site branding: signage, wayfinding, & ticketing design
Impact
The Season 12 identity gave Hattiloo a cohesive, recognizable presence while letting each production feel visually distinct. The restrained title system created consistency and clarity, while the hand-made illustrations brought depth, personality, & emotional pull—strengthening the overall audience experience and reinforcing Hattiloo’s place in the local arts community.
