Belvoir: Drawing on 30 Years
year 2014
client Belvoir

Sydney’s most beloved corner stage theatre is turning 30 next year and it’s looking to be quite the party. Belvoir’s 2015 Season is packed full of bold theatre including 7 new Australian works, 2 plays involving wizards and 1 Mother Courage (Robin Nevin styles). Artistic Director Ralph Myers has programmed an engaging and exciting season, a perfect way to send himself off as he hands over the reigns in 2016.

Our creative partnership with Belvoir continues on into their 30th year as we give visual expression to their 2015 campaign across print and online advertising, outdoor media, onsite signage and of course, the season book.

Taking a fresh approach to Belvoir’s consistent photographic portrait style, Alphabet commissioned Sydney artist Julian Meagher to shake things up a little for the 30th year. Meagher has illustrated the key players of the season, stripping the performer back to their most basic, raw form through an exploration of shape, tone and texture. This expressive line-work hints at the actor’s defining features – a raised eyebrow, a prominent laugh line or wisp of curled hair – allowing the viewer to piece together the personality behind the portrait.

These dynamic portraits are boldly paired with an orange so fluro it jumps right off the page, grabs your hand and drags you to the theatre. Belvoir theatre.

Just go with it.

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