Art Director, Graphic Designer
Jan. 2024 - May 2024
Graphic Design, Print Design
- 1 Comprehensive campaign theme and brand style guide.
- 10+ design assets including banners, signage, and event program.
The Client
With five stages and as many floors, the Krannert Center for Performing Arts is a central component of University of Illinois’ campus. Hosting acts from Yo-Yo Ma to local theater productions and weekly live music in the lobby, KCPA has something for everyone.
For this project, I was tasked for designing a seasonal theme presented in the form of space and print design.
Along with supplementary research, I took a tour of each floor of KCPA. I looked backstage, in classrooms, in workshops, and rehearsal rooms.
As I looked through every corner of Krannert Center, one thing become abundantly clear. The 5th floor which housed hosted KCPA’s performances was only the tip of the iceberg.
The first wack I took at tackling this problem did not live up to my project lead’s expectations. She firmly rejected my designs but not my ideas. So I went back to the drawing board and revisited my inspirations.
The goal of my campaign is to acknowlegde the unseen collaboration at KCPA behind every performance. Behind every painted prop, every costume, every lighting and sound sequence, are hours of student and staff work that happen behind the scenes.
I decided to take a more abstract approach with the characters to represent their work and contributions rather than the people themselves. The five characters represent five theaters as well as the harmony of ideas at play when a performance takes place at KCPA.
For typography, outfit and inter were selected for their readability, especially at large scale and distance and with large blocks of text.
The color pallete uses bright primary colors to evoke feelings of, celebration, festival, and welcoming community.
These banners are quick attention getters for folks walking or driving around campus. Big legible text and popping colors grab your attention as you pass by.
These posters would most likely be seen in and around KCPA. The promotional poster acting as the centerpiece of the seasonal theme with the informational poster acting as a supplementary deeper dive into this seasons programming.
This collection of signs help the patrons find their way through KCPA, providing clear directions while remaining thematic.
The physical program, designed in InDesign, welcomes the patrons and contains the schedule of this season’s performances with descriptions. All copy provided by KCPA.
This comprehensive visual campaign for KCPA combined branding, experiential design and informational design as part of an overall creative strategy.