April 2022 was Theatre Bay Area’s first conference since the start of the Covid-19 pandemic. The theme was Brick by Brick: Concrete Actions for Change.
During this period, TBA was actively rebuilding trust with the community, particularly theatremakers from marginalized backgrounds who were historically underserved by the organization.
The goal of the conference marketing was to generate joy and excitement to convene in person as an artistic community (for the first time in over two years!), while genuinely championing artists at the margins of our community.
Inspiration
I wanted the design to have the grassroots vibe of activist printmaking, but I also wanted to bring a more polished, classic look for a professional development event. I took influence from Paul Rand’s stylized illustrations and book cover design.
Development
I knew wanted to use brick imagery to convey being part of a larger whole, as well as evoke the concepts of “materiality” and putting ideas into action.
I brought these together with playful illustrations and woodblock-style typography.
Applications
The final identity was used across a variety of digital media preceding and during the conference:
