The Howard University Department of Theatre Arts is a cornerstone of American culture. It serves as a premier training ground for artists, theorists, and historians to pioneer innovative drama and dance through a distinct cultural voice. By providing a forum for exploration and discovery, the department cultivates the next generation of Black storytellers, carrying forward a legacy defined by luminaries like Chadwick Boseman, Phylicia Rashad, and Debbie Allen.
Services
- Creative Direction
- Print/Digital Design
The Challenge
With over six major productions each academic year, the Department of Theatre Arts required a high-quality marketing strategy to match its international acclaim. Each marquee poster, flyer, and playbill needed to reflect the prestige of the institution. They needed a cohesive visual lens that could drive audience attendance and alumni donations while honoring the weight of a legacy built over decades.
The Result
The result was a professionalized presence that turned standard theater programs into keepsakes. Through consistent, high-impact design across print and digital platforms, we delivered:
- A Unified Aesthetic: A visual standard that elevated the department’s profile and reinforced its status as an internationally acclaimed producer of artistic merit.
- Strategic Audience Growth: Marketing suites that successfully mobilized students, faculty, and the broader community, directly impacting box office results and donor engagement.
- A Safeguarded Legacy: A body of work that honors the giants who came before while providing a modern, vibrant platform for the stars of tomorrow.
Strategic Partnership
From 2010 to 2018, we served as a strategic creative partner for the department, developing comprehensive marketing suites for every production. Our approach was to treat each season as a unique narrative arc rather than a series of disconnected events.
Visualizing Excellence
We moved away from utilitarian show announcements toward intentional art direction. For every production, we crafted visual campaigns that leaned into the specific emotional and cultural themes of the work. By marrying the University’s storied tradition with the expressive energy of the theatre, we created a visual cadence that signaled to the world that Howard remains at the forefront of Black theatrical excellence.
