Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

93. A Program for All Seasons: Creating an Overarching Marketing Theme for the Entire Year

Synchronicity Theatre in Atlanta is known for tackling productions that are thought-provoking, engaging, and challenging. For its 10th anniversary season, it produced a brochure that exemplifies its mantra of smart, gutsy, bold theater.

Synchronicity presents a series called Bold Voices that includes issue-oriented plays such as My Name Is Rachel Corrie, a polemic and powerful criticism of the state of Israel's heavy-handed treatment of Palestinians. And on the other end of the spectrum, it presents family fare such as A Year in the Life of Frog and Toad. Lightdaughter created a brand that bridges both extremes with an overarching theme that applies to the whole season.

Why It Works

The visual solution includes individual posters for each production that feature photographs of the actors with iconic imagery from each show. The design includes a distinctive collage style of motifs and patterns that creates an overall visual unity for the series. The use of photos of the local actors in the poster reinforces a bond between the Synchronicity players and their audience.

Success Metrics

• Total ticket sales increased 25 percent for the 10th anniversary season.
• A family series production of Junie B. Jones resulted in a 675 percent increase in revenue over any past family series show.
• A calendar of ...