Creating unity without losing individuality.

Stagecraft is a not-for-profit community theatre based in Wellington, New Zealand. For the 2025 season, Stagecraft needed an engaging and cohesive visual identity, spanning across 5 productions consisting of individual tones and audiences. This project was pro bono work and therefore done under tight timeframes.

The challenge was to create a system which would unify the plays together under one recognisable identity while maintaining the personality of each production. Each play within the set needed to attract a specific audience through communicating the tone quickly, and create unity without losing individuality.

My roles:

• Leading concept development, ideation and iteration

• Developing visual design system

• Final campaign execution

Opportunity

Create a visual system built on layering, both conceptually and visually.

The season follows the concept of layers. Each new production of a play is a re-imagining, bringing its own layers to the original script. This concept also looks at the combination of all the different elements involved in putting a play together – directors, actors, designers.

The visual system expresses this concept through overlapping type, graphic and image elements as well as symbolic visual metaphors, which communicates the complex narratives and emotional depth of each play.

I developed a modular visual system that would scale across the full seasons designs. This involved:

• Establishing a core typographic and graphic language to anchor the identity

• Creating visual rules that allowed each production to express individuality within a unified framework

• Designing a flexible layout system that could accommodate different show content

Outcome

This visual system established a recognisable 2025 season identity for Stagecraft, and increased visibility across all touch points with one plays entire run selling out completely. Stagecraft is a part of the creative community in Wellington, and encouraging people to come out and experience art benefits the wellbeing of the creative sector and those who are involved in it.

I'd love to hear from you