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Alberta Theatre Projects

Services

Brand Design/Brand Management/Digital/Print

Alberta Theatre Projects is a cornerstone of Calgary’s cultural scene, known for innovative productions that challenge conventions and create immersive, thought -provoking experiences. When they approached us, they were seeking a brand evolution that could better reflect their bold artistic direction and the dynamic, audience-engaged nature of their performances.

We worked closely with their team to craft a new visual identity that would capture the energy, intimacy, and transformation found in their theatre season – one that could flex across everything from large-scale signage to program covers without losing impact or intent.

We’re BEYOND thrilled with the work you’ve done for us! The directors are delighted with the creative for their shows, the actors are ecstatic with how their shows are being portrayed, and our staff are proud to share the marketing for our shows. It’s been an overwhelming success.
Ashley Keller
Director of Marketing and Communications | Alberta Theatre Projects
Brand Concept & Visual Identity

Rooted in Alberta Theatre Projects’ core values and signature statement—“Our productions radically explore our space, blurring the line between the audience and the artist…” – we developed a brand system that leans heavily into bold typography and spatial exploration. The creative direction centers on the immersive quality of their performances, reflected in the treatment of typography where letter counters are filled in, symbolizing the collapsing boundaries between performer and observer.

This interplay is carried through the entire visual system, with imagery and type woven together to represent the fluid, transformative space they create on stage. The result is a brand that is both theatrical and refined, abstract yet grounded in meaning.

Season Creative & Marketing Materials

With the brand in place, we brought it to life across a full suite of multi-seasonal creative. This included theatre programs, digital and traditional marketing materials, outdoor signage, wall graphics, billboards, marquee signage, and stakeholder communications. Every piece was designed to feel cohesive yet responsive to the energy of each production, maintaining the integrity of the brand while giving room for expression.

As their go-to design partner throughout the season, we helped ensure that every touchpoint – from a program in-hand to a billboard on the street – was unmistakably ATP, immersive, and visually aligned with their mission.