University of Pittsburgh Theatre Arts
Graphic design and layout of the posters and postcards
InDesign, Illustrator, Photoshop
University of Pittsburgh Theatre Arts
Tara Hoover Design
The University of Pittsburgh's Theatre Arts Department had an amazing season lined up. Incredible performances with a diverse and talented cast and production team were in-the-works. The shows were fairly well-known, having been performed far and wide—but how could we share the new flavor of Pitt’s take on each show? In years past, these marketing materials were designed in a silo—separate from the actual creative vision of the production. For this season, the department wanted posters and direct mailers that were authentic to each director. It was time to turn the old approach on its head.
Working closely was the way forward. Before each production, I sat down with the director to understand the vision and passion fueling it. This is how I created marketing pieces that were authentic and reflective of what the audience would actually experience when they attended.
For example, a completely modern version of Our Town—with a fresh and diverse cast—was sure to be uncharted-terrain for the audience. To generate excitement and wonder, we made sure the marketing was a visual teaser for the sights and feelings portrayed in the performance. For Parade, portions of the artwork created was even integrated into the show itself!
