HATTILOO THEATRE | SEASON 13 “Experience Hattilloo”
Branding & Creative Direction
For Hattiloo Theatre’s Season 13, I developed a brand concept titled “Experience Hattiloo.” The focus was on more than just the shows—highlighting the full, immersive experience of being at Hattiloo. Hand-drawn illustrations brought a crafted, expressive feel to the season, while a playful upside-down 13 added personality and a nod to the superstition of a 13th season. A simplified color palette kept everything grounded, letting the imagery lead.
The Challenge
The theatre wanted to spotlight the entire Hattiloo experience—community, performance, & connection—not just individual productions. The identity needed to feel theatrical, welcoming, & memorable, while working across posters, digital campaigns, season brochures, & in-theatre signage. It also had to balance personality with consistency.
My Role & Approach
I led creative direction for the season, shaping the concept, typography, illustration style, color usage, & overall visual system. To create cohesion without repetition, the season lockup was also repurposed as background patterns, adding texture and rhythm across materials. The inverted 13 acted as a recurring visual accent, while confident type and hand-drawn imagery kept the system feeling human and approachable.
Execution
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Developed a season identity centered on the “Experience Hattiloo” concept
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Used a simplified color palette for clarity & consistency
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Incorporated an upside-down 13 as a playful seasonal motif
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Turned the season lockup into repeatable background patterns
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Created hand-drawn illustrations as a core visual element
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Designed expressive yet refined typography & supporting graphics
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Designed marketing collateral: posters, print programs, & season brochure
Impact
The Experience Hattiloo identity gave Season 13 a distinct, recognizable presence that felt cohesive without feeling static. The patterned lockups and restrained palette allowed the illustrations and messaging to stand out, while the system scaled cleanly across all printed materials—strengthening Hattiloo’s connection with its audience.
