Steppenwolf Theatre Co. Design & Branding MAN IN LOVE by Ogilvy & Mather Chicago


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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market United States
Agency Ogilvy & Mather Chicago
Released November 2011

Credits & Description

Category: Design Typography
Product/Service: MAN IN LOVE
Media placement: Poster - Theatre - November 2011

Describe the brief from the client
Create a cutting edge design program for Chicago's most provocative and experimental theater troop, the Steppenwolf.

Describe the challenges and key objectives
Final solution must express Steppenwolf's progressive culture through a variety of applications, from simple marketing collateral (i.e. programs, posters, shirts, etc) to theater signage/interiors. Steppenwolf wants to celebrate it's raw/gritty 30 year history in a way that allows patrons to experience the brand and all of its achievements.

Describe how you arrived at the final design
Looking into Steppenwolf's past, revealed a wealth of stories, scripts, ephemera, props and nostalgia which informed the design system.

Give some indication of how successful the outcome was in the market
The final solution creates a comprehensive narrative from the smallest details (theater programs) to the largest (theater signage/interior) all of which celebrate accomplishments worthy of it's A-list ensemble members (John Malkovich, John Mahoney, Joan Allen, Gary Sinise, Martha Plimpton, Tracy Lets, etc).