The Happy Show was performed throughout the performance spaces, nooks and crannies of the Bedlam Theatre, which afforded rooms for spectacles and intimate side shows. Attendees followed bands of happy-makers  (from a troupe of 25 performers) that enacted the “ancient Ritual of Happiness” in a myriad of manifestations.

At certain points in the evening, attendees of The Happy Show were directed, at random, to  particular paths. At other points in the evening, attendees were required to choose their own next adventure from among several options. The serendipitous nature of this format meant that two people attending the same “show” would in all likelihood experience a different collection of events.

They’ve laughed, they’ve cried, they’ve bought LOTS of tickets!! (30% more full season packages, lots of upgrades, 84% to sales goal after just one mailing). What’s worked: putting out two audience targets on the outside covers; having luscious 2-page spreads on the shows. What they’re talking about: “OMG! Do you see how many actors Park Square has hired already!” “What a great season!” It might not be as sexy as other theatres, but we’re growing the business by 24% with this marketing.

This brochure is the last in a series of four, designed to work together in look and style to re-establish Penumbra’s brand. The series launched after a successful 4-year restructuring process. Each brochure was personalized with an individual color to capture the essence of each production season. This year we wanted to convey a regal energy with vibrant purple. The design intent was to create a unique and intimate brochure that would appeal to both ticket buyers and funders. The work of Penumbra is committed to portraying the African American experience in all its rich complexity–to connect audiences through our humanity. Thus, the brochure utilizes photos over graphics to capture this “real life” mission. Every image contains an element of the human person. Full color, full bleed display allows the images to pop, extend, push the margins. The insert allows a push for season tickets and let’s the brochure keep working after tickets are no longer on sale. This allows the piece to have “legs.” Photos, signatures and notes from our organizations leaders–all of this is intended to offer personal communication with our friends and potential supporters.

We used the statue “Ecstasy of St. Theresa” as inspiration for this graphic for a post-apocalyptic, magic-realism play.