The Royal Conservatoire of Scotland – Edinburgh Festival Fringe 2022
Gold Award
Images
Videos
Direct link: https://vimeo.com/fourtwentyseven/littlewomen
Direct link: https://vimeo.com/fourtwentyseven/godspell
Category
Campaign Design
Company
Fourtwentyseven
Client
The Royal Conservatoire of Scotland
Summary
The Edinburgh Festival Fringe is well known across the globe as the place to be for performing arts and comedy. It is the world's largest arts and media festival, spanning 25 days and featured more than 59,600 performances of 3,800 different shows in 322 venues. Established in 1947 as an alternative to the Edinburgh International Festival, it takes place in Edinburgh every August.
The Royal Conservatoire of Scotland (RCS) have been represented at the festival for 17 years with their high-quality productions earning a string of five-star reviews and are some of the hottest tickets in town. Each year MA Musical Theatre students perform two shows, on alternate days, at the Fringe, showcasing the best of the talent at the RCS.
With high-energy singing, dancing and a live band, 2022’s full-length, professional staged musical theatre performances were the musical adaptation of Louisa May Alcott’s classic novel Little Women and the much-loved Gospel musical Godspell.
The brief for this project was to create an OOH and social campaign that had common elements between both shows, indicating the connection between the performances, while still giving each show its’ own identity. The energy of each show was a clear driver in the design and we were briefed to convey the sense of vitality that each show would bring. It was also important to illustrate elements and characterisation from each show within the design.
Using individual characters from each show, RCS brand typography and a common colour treatment, we developed a graphic system that was extremely flexible and could adapt across a variety of spaces and media. This was essential as the advertising spaces were diverse and numerous. It was important to maintain a consistent look and feel to maximise exposure and awareness.
The creative execution was also adapted into a production programme, merchandise and on-site branding, bringing together a visual style that had impact and a real stand out quality.
The Royal Conservatoire of Scotland (RCS) have been represented at the festival for 17 years with their high-quality productions earning a string of five-star reviews and are some of the hottest tickets in town. Each year MA Musical Theatre students perform two shows, on alternate days, at the Fringe, showcasing the best of the talent at the RCS.
With high-energy singing, dancing and a live band, 2022’s full-length, professional staged musical theatre performances were the musical adaptation of Louisa May Alcott’s classic novel Little Women and the much-loved Gospel musical Godspell.
The brief for this project was to create an OOH and social campaign that had common elements between both shows, indicating the connection between the performances, while still giving each show its’ own identity. The energy of each show was a clear driver in the design and we were briefed to convey the sense of vitality that each show would bring. It was also important to illustrate elements and characterisation from each show within the design.
Using individual characters from each show, RCS brand typography and a common colour treatment, we developed a graphic system that was extremely flexible and could adapt across a variety of spaces and media. This was essential as the advertising spaces were diverse and numerous. It was important to maintain a consistent look and feel to maximise exposure and awareness.
The creative execution was also adapted into a production programme, merchandise and on-site branding, bringing together a visual style that had impact and a real stand out quality.