San Francisco Ballet:
Crimson Devotion
Objective:
Create a series of promotional material for San Francisco Ballet’s 2026 production of Don Quixote. Include all of the promotional text and experiment with imagery, color, typography, and layout.
Tools:
Photoshop Illustrator InDesign
Skills:
Typography Advertising Branding Layout
Role:
Graphic Design
Audience:
The targeted audience for this set of promotional materials is the general public. Don Quixote is a very family-friendly show for any parents looking to take their kids to a fun event. It is also a nice activity for anyone in the city looking for something to do.
A project targeted towards a wide age range should cater to the likes of both young and older individuals, while being welcoming and approachable. While highlighting the ballet and theatrical aspect of the production, it should also speak to the dramatic and exciting storyline of the performance.
Challenge:
Balancing the aesthetics of the ballet with promoting the production that is easily understood by people of all ages requires clarity, simplicity, and approachability. The poster should communicate a wide variety of information while the ticket should mirror the design of the poster. The three black and white posters should experiment with type and engage the viewers without the presence of any images and color. Being intentional with the use of hierarchy and placement of negative space will make it much easier on the viewers as they move through the information.
Concept & Strategy:
The usage of different kinds of hierarchy breaks down the various levels of information making it easier to read. The dramatic and visually striking image immediately tells the audience the nature of this ballet, and the deep red color speaks to the storyline and central plot of the performance. Framing the image with negative space allows the audience to breathe as they move through the poster. The color of the type is pulled from the skin tone of the dancers which create a harmonious balance between the imagery and typography without one element overpowering the other.
Sketches & Moodboard
Color & Typography
