In 2016, I joined the Marketing and Communications team at the Luminato Festival as their Lead Graphic Designer, to develop all the of the print materials for the campaign. Luminato is an annual international multi-arts festival, presenting music, dance, theatre, visual arts, and everything in between, every summer in downtown Toronto. This edition of the festival was their 10th anniversary, and it was a larger and longer festival with a lot of marketing needs.
The bulk of the programming took place in an abandoned (and relatively unknown) power plant in the port lands area of the city, and the building — the Hearn Generating Station — has an iconic and very visible silhouette. I developed an icon that reflected this shape that could be applied to all marketing and promotional materials as a way to drive awareness about the building to our audience, most of whom who have never set foot in the Hearn before the festival!
As part of this campaign, I designed print and digital ads, large-format banners, a keepsake 10th anniversary magazine, posters, direct mail brochures and postcards, theatre programs, t-shirts, passes, tickets, and more. The images above are just a snapshot of the work, and feature some of the highlights:
I came up with the idea to use tear-sheets instead of traditional theatre programs (usually folded in half letter-sized sheets) — my thinking was that we’d be presenting programming in this massive building, so why not take advantage and create over-sized house programs? I figured out that we could rent peg boards, buy some long hooks, and hang these sheets near the entrance for festival-goers to take as they passed the box office. People could take one for the show they were going to see, or pick one up for an upcoming show to find out more about it. They served the purpose beautifully!
The magazine was an 80-page perfect-bound book featuring programming details with editorial articles about each major show, a full schedule and map, highlights about partner programming, a photo essay of the Hearn, photo features capturing highlights from the last 10 years, an infographic about Luminato’s key programming statistics, and more.
In the middle of the festival, Luminato hosted a food festival in front of Union Station, so we had the opportunity to create some very tall banners to hang between the iconic columns on the facade.