Orchestrating a cohesive visual identity across Canada’s premier multi-disciplinary stage.
The Context: The National Arts Centre (NAC) is a cultural powerhouse where ballet, symphony, and contemporary theatre coexist. For the 23/24 Season, the challenge was not just about design but about systemic management. At Banfield Agency, I was responsible for ensuring that a diverse range of artistic disciplines aligned with a single, unified brand voice across a massive volume of touchpoints.
The Strategy: Systematic Rigour. My role focused on the high-level execution and adaptation of the seasonal design system. In a high-velocity agency environment, I acted as the bridge between creative vision and technical precision.
Visual Consistency at Scale: I adapted master creatives into a vast ecosystem of assets, from large-scale environmental graphics and transit takeovers to detailed program guides and dynamic social content.
Typographic Hierarchy & Density: Cultural programming involves complex data (dates, venues, artist credits). I managed these dense layouts with surgical precision, ensuring clarity and legibility while preserving the "artistic soul" of the campaign.
Bilingual Standardization: Operating within the NAC’s bilingual mandate, I ensured a flawless 1:1 experience in both English and French. This required a deep understanding of typographic expansion and structural balance to maintain visual integrity in both languages.
The Impact: A seamless, 360-degree seasonal rollout that maintained the NAC’s premium status, ensuring that every touchpoint—from the street to the stage—delivered a world-class cultural experience.
RUBBERBAND "Reckless Underdog", performer Daniela Jezerinac. Photo: Marie-Noël Pilon. Lantern photo: Greg MacKay
