The season’s specific programming was very much in flux when we began drafting key art and titles. To start, I explored minimalistic designs featuring a central object and distinct color for each production. At this point in the design process, the team began using a consistent naming scheme for referring to the three planned productions, with each show’s title utilizing the word “Outside” followed by the show’s performance location.
As the shows continuously evolved, we ended up moving away from the object-centric design style in favor of key art that depicted the performance locations. The resulting branding was more neutral and upbeat in tone.
In 2020, Williamstown and I explored a new program concept in which I designed and developed a custom website to host show credits. I took this concept a step further in 2021, integrating the show art more directly into the program.
As with prior seasons, I developed the identity for the annual gala that lead up to the show announcements. This year’s gala identity played off imagery of spotlights to reference the season’s return to live performances.