10x10 | Theatre creation project in Thunder Bay, ON
10x10 provided workshops, training, and resources for aspiring playwrights to write and revise 10-minute plays. Every year, a jury of theatre professionals located across Canada would select ten winners; those plays would then be presented at a showcase.
I was hired to create a new brand and marketing strategy; after my involvement, 10x10 began selling out every performance.
THE CONCEPT
To align with 10x10's goal of educating new writers, I chose to create a brand that emphasized "behind-the-scenes" and "revision." This resulted in a vibrant, highlighter yellow squiggle that would be featured on all marketing assets.
Thunder Bay is a poster town; every bulletin board is consistently filled to the brim. That is why I chose an identity that required plenty of white space; this forces a barrier between the colourful cacophony of other posters, and would naturally draw the eye directly to the 10x10 poster.
Photographs by Marty Mascarin
