Breakin' Convention - Blumenthal Performing Arts

In 2015, shortly after I was hired this was my first major project and first of many festivals for us for years to come. This set the tone for how Blumenthal does all of their festivals to this day. Another additional challenge was that this was the first time this touring company traveled to the U.S., so the problem we worked to solve was "How might we introduce this event to the city and describe what it is in the most direct and efficient way?" My primary role in this was as the graphic designer who created and designed practically all of the content for this festival. Additional duties were distribution of materials, traveling to promote, and onsite project management to assure the best user experience for patrons, artist and staff. The first projects where the typical posters you would normally see around our theaters Uptown. But to expand our reach, from our group sessions and conversations with our partners we decided on creating bottleneck ad for beverages sold in local convenience stores, promotional ads with Domino's, and various types of handouts. In one brainstorming session we even decided it would be nice to create a hat, which I worked on various versions till they approved the one we finally ended up using. I also later on participated in focus groups where we did user interviews to see how we could improve on this festival the following years. These are a few samples of some of the various projects I worked on for this festival from 2015-2017.