Our local theater marketing team created a poster for an upcoming show, but the director did not like the girl in the logo.
I asked if I could take a shot at redesigning it (just for fun, because I love doing this stuff!) Here are some of the thought processes behind my design decisions:
- Analyze rhetorical situation
- Audience: Current and potential theater patrons.
- Purpose: Draw more people to the theater!
- Context: Seen in public places like grocery store bulletin boards, etc.
- Conclusion: The poster needs to grab people’s attention and quickly give them the information they need.
- Logo: The director wanted something more sophisticated and less focused on dancing girls.
- Color scheme: Goes well with the story—dark and dramatic, with Nazis. The red on black type is a little hard to read; I brightened the red and made the size larger.
- Layout: The original poster had a group of logos. The audience has little interest in these, so I placed them at the bottom and reduced them in size. The most important message is now at the top of the page.
- Typography: A mix of serif and sans serif fonts naturally breaks up the content into bite-size chunks, easy for a reader to scan.
- Who cares who directed the Broadway version, right?! But this content is required to be on the poster. I reduced the size and moved it to the bottom.
- Does everyone know what Cabaret is about? Are scantily-clad dancing girls the first thing they think about? This production focuses more on story than sex, so I included a blurb that summarizes the real drama in the story.
- The original poster does a good job of including elements a theater-goer would want to know—when, where, how.
When all the elements come together, it’s a functional thing of beauty!
Your marketing and communication materials should look good and make sense! If you need document design work, please contact me!