ON STAGE

TitleON STAGE
BrandAUCKLAND THEATRE COMPANY
Product / ServicePUBLICATION
CategoryB04. Publications & Brand collateral
EntrantSAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Entrant Company SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Advertising Agency SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND

Credits

Name Company Position
Shabnam Shiwan Saatchi Design Worldwide Creative Director
Josephine Ross Saatchi Design Worldwide Graphic Designer
Leah Surynt Saatchi Design Worldwide Graphic Designer
Anushka Bihari Saatchi Design Worldwide Graphic Designer
Rachael Jackman Saatchi Design Worldwide Designer
Alistair Guthrie Photographer
Charles Howells Photographer
Mara Sommer Photographer
Vinesh Kumaran Photographer

Brief Explanation

The specific brief for this year’s annual programme was to bring people into the world of theatre. It should make theatre more approachable. In addition to outlining the annual subscription offer and detailing the productions for the year, the goal was to leave every reader with a better understanding of each show and an appreciation for the complexities of staging a performance.

The Brief

Established in 1992, Auckland Theatre Company is one of the leading theatre companies in New Zealand. It produces an annual publication to showcase its main bill of seven or eight plays each year. This publication also drives annual subscriptions, which deliver a significant proportion of the company’s funding. Like most arts organisations Auckland Theatre Company needs to broaden its appeal. As a company it has a mandate to support and showcase the best in theatre. It fulfills an education role, supporting the ATC Literary Unit that supports playwrights and a dedicated ATC Education group to promote theatre to multiple audiences.

How the final design was conceived

Rather than simply showcasing the productions for the year, the decision was made to make the programme a showcase for talent. We treated the programme as an educational opportunity, showcasing the contributions and perspectives across the theatre spectrum – writers, performers, directors, craftspeople and muses. The final output was essentially a magazine. Its purpose was to celebrate theatre, and to provide a look behind the curtain allowing people to explore that world. The look was strongly editorial with a focus on real people, rather than just productions.

Indication of how successful the outcome was in the market

This publication gave people a better understanding of each show and an appreciation for the complexities of staging a performance.