Celebrating the New
Who doesn’t like a good reason to celebrate? Be it birthday or anniversary, graduation or retirement, special occasions have a way of making people feel joyous. Such events can even be reason enough for many of us to buy a new dress, get a haircut or paint the house.
Philadelphia’s Lantern Theater Co. took the occasion of its 15th anniversary season to make over its season kick-off mailer, sent in July to 15,000 current subscribers and 12,000 arts patrons in the Philadelphia area, highlighting its upcoming 2008-2009 productions.
The theater’s bold 4¾? x 10½? program mailer reflects a shift in the organization’s creative direction, with a bigger size and new design. Breaking away from its typical square brochure, used for several years, the theater rolled out with this new size. “We were finding that other people in our market were going to more standard sizes like the one we had used, so we tried to do something a little different,” notes Leigh Goldenberg, marketing director for the theater (Archive code #580-716799-0809).
Also contributing to this season’s fresh look is the use of collage rather than single images, an approach introduced by designer Allan Espiritu of gdloft (who has worked with Lantern Theater Co. for the last few years). According to Goldenberg, the collage approach offers a way for the organization to represent the many different elements it takes to bring each of these shows together. “Our company is particularly collaborative, and we just thought [the new design] really popped and gave an opportunity to say more about the show than one big image might,” explains Goldenberg.
The collage approach is immediately noticeable on the mailer’s outer panels where the 15th season is called out. Inside the brochure, each of the theater’s productions for the 2008-2009 season is highlighted on a two-page spread, followed by a performance calendar detailing the prices for each show and a perf-off subscription form.