San Diego Repertory Theatre
Five Seasons of Cohesive Campaign Leadership
Role executed while serving at Studio Conover
Overview
For five consecutive seasons, I led campaign development and creative execution for San Diego Repertory Theatre — partnering closely with their in-house marketing team to unify audience and donor communications across an evolving theatrical calendar.
Live theatre is fast.
Productions overlap.
Messaging multiplies.
The opportunity wasn’t simply to design pieces — it was to steward consistency over time.
The Challenge
Each production required distinct key art and personality.
Each season required institutional cohesion.
Each week required speed.
Subscription campaigns, donor communications, playbills, outdoor advertising, and special events were all moving simultaneously. Without disciplined oversight, fragmentation was inevitable.
The goal: maintain creative clarity across five full seasons.
Scope of Work
Campaign Development
Play key art and title treatments
Online and print advertisements
Billboards and outdoor placements
Posters and brochures
Subscription & Fundraising
Printed subscription mailers
Donation and development communications
Donor recognition materials
On-Site Experience
Playbills
Lobby signage
Promotion of outlying theatre events
Every touchpoint reinforced the season narrative while allowing each production its own voice.
The Approach
We developed a repeatable seasonal framework:
• Original key art and title treatments for every production
• Consistent typographic hierarchy across campaigns
• Clear differentiation between audience marketing and donor messaging
• A scalable system that allowed new productions to plug into an established visual language
This created creative flexibility inside a disciplined structure — year after year.
The Outcome
Sustained cohesion.
Over five years, marketing materials remained recognizable, elevated, and strategically aligned across print, digital, outdoor, and on-site environments.
Individual productions stood out.
The institution stood stronger.
Long-term creative stewardship is different than campaign execution. It demands systems, discipline, and vision — maintained under pressure.
This project delivered all three.
San Diego REP: Season 42 Campaign Design
San Diego REP: Season 44 Campaign Design