Deuce gets busy with Cate Blanchett and Andrew Upton

Last Season, the first programmed by new artistic directors Andrew Upton and Cate Blanchett, heralded a change of the guard and an opportunity for re-vitalisation of the company’s communications.

Deuce Design were first engaged by STC in 2008 to work with them in developing revised branding and designing the 2009 Main Stage Season collateral.

The 2010 Season presented its own challenges. With the bar set high by the 2009 Season and a delicate balance to be maintained between appealing to an existing, loyal audience base and attracting newer audiences, it was a case of appealing to many and fulfilling the creative vision conceived
by Upton and Blanchett.

A vision that establishes STC’s key role in Sydney, its commitment to education, the nurturing of local talent and taking Australian theatre productions to the world.

“We wanted to present each production in the brochure as a unique entity, providing the audience with a clear indication of each production’s tone and help guide our patrons to the productions that would best suit their theatre tastes” says Rani Haywood, marketing manager, Sydney Theatre Company.

“It was also important for us to use the brochure to help more clearly define the character of our three venues: The Wharf, the Drama Theatre of the Sydney Opera House and Sydney Theatre at Walsh Bay.”

Deuce responded to this brief by combining traditional imagery, poster and book covers, with a contemporary treatment. In the words of Deuce Design’s creative director Bruce Slorach: “Theatre is such a creative, layered artform, our aim was to treat each production with a sense of individuality, giving equal weight to graphic elements, photography and text.”

From the moment STC engaged Deuce Design in 2008, the relationship has been a collaborative effort, and Deuce have had significant input on the visual representation of the Company’s new direction. In the second year of this journey with STC, Deuce proposed some experimental printing techniques.

“Due to digital printing people don’t risk as interesting printing techniques, because you aren’t able to evaluate the outcome in the proofing stages,” explains Slorach. “We were thrilled that STC understood and trusted our vision.”

This experimental process caused some excitement and anxiety for the Deuce designers as they incorporated overprinting, fluoro colours and six colour specials (standard printing is a four colour process). The risk paid off and the result is a unique representation of STC’s 2010 Season.

In addition to the Season brochure, Deuce Design created accompanying collateral including invitations, Adshels, press advertisements, in-house signage and banners.