Client:
The American Theater
Year:
2020
Industry:
Event
Services:
Branding
Media
Artwork
Deliverables
The American Theater Awards 2020
The 2020 edition, organized to honor the best plays released between on January 2019 and January 2020. It would have taken place on at the Lincoln Center for the Performing Arts in New York on April 03, 2020.
The poster
Before any other application, we worked on the poster to promote the event. With a handmade graphic, using two main colors, black and orange, with small accents of white, the poster represents the duality of theater, drama and comedy living in balance.
You can listen to the music that goes with the poster (unmute), with sound effects and jazz music that give the final touch to this application.
The main idea of this identity was to bring to life the duality of drama and comedy. Making the poster spin, and having two versions, the smiling (orange) and the sad (black). Both working as one and the same, only needing the user's perspective.
It was decided to use a "handmade" aesthetic, to give the human touch that theater provides. Going to the theater is very different than going to the movies, and nowadays with the special effects and the big budgets of the movies, the theater gives a human and intimate touch to the story. So we decided on a rudimentary graphic style, evoking the traditional frame-by-frame animation.
The award
There would be no celebration without an award to give, and this case is no exception. The award is the symbol of the effort invested, in this case in the work that directors, actors and production do in the plays, which usually can be years of it, which are reflected at the time of staging.
Returning to the same aesthetics as the poster, this award reflects the strength and dedication that the winner put in to obtain it.
The award reflects the same handmade style that is used in the identity of the event, but in this case, made of solid bronze and plated in 950 silver.
With a robust and eye-catching style, this award is designed to stand out in the display case or shelf of any of its winners.
The Campaign
The main idea of the campaign, both in traditional and digital media, is to show the duality of the poster. In traditional print media, the two versions of the same poster are shown, preferably together, to show the repetition and dynamism of the communication.
In digital media, where there is more flexibility, the animation of the poster and its use of movement is shown.
In this specific case, where there is not much space to show the whole poster, we used the two colors (orange and black) to show both sides of the identity. The eye of the figures is also used to denote the poster directly.
The base of the graphic, making it look handmade is preserved, and unifies all the applications of the identity regardless of whether it is a printed or digital environment.
The invitation
last but not least, the invitation and tickets are the key application of the event's identity.
A black envelope, with the name of the event in orange, is used as the only reading point. When opened, the envelope is completely orange inside, unifying the duality of the identity. The eye of the character is used, so that when the guest opens the envelope, the message "I see you" is understood without being mentioned literally. The invitation recovers the poster's graphics, using its elements and aesthetics.
Two types of tickets are used, digital and physical. In this case the physical ones are shown, which serve as a "back up" in case the guest cannot find the digital one, has no battery or any other incident. In this way, the guest does not have to print the ticket and we keep control over the aesthetics and quality of the brand application.
