There is a place in everyone’s memory that belongs to The Wizard of Oz, making the visual development for the Horsham Arts Council’s stage musical adaptation a comprehensive branding and design project. The scope covered the entire visual identity of the production, spanning core show branding, targeted advertising campaigns, outdoor billboard designs, character promotional artwork, official merchandise, and a 48-page souvenir program.
Beyond traditional print and digital media, the project included designing a suite of custom-illustrated and animated stage projections. These dynamic digital backdrops were crafted to integrate seamlessly into the physical set design, shaping the atmospheric lighting, establishing location context, and supporting narrative transitions throughout the performance.
The objective for the brand identity was to create a distinct visual language for this specific production while remaining rooted in the classic era of the original story. The central show logo was built as a flexible graphic system, utilizing adaptive textures and scalable layouts to maintain high visual impact across mediums ranging from fine print to large-format highway billboards.
For the promotional campaign, each primary character was given a custom title treatment for their individual posters. These bespoke typographic designs reflected the specific personality of each character while drawing direct influence from 1930s film poster design.
The 48-page souvenir program was designed as a collector’s keepsake, combining a clean modern editorial structure with Art Deco design cues reminiscent of period movie memorabilia. Each spread was tailored to balance cast and crew profiles, production notes, and performance photography. The visual identity was extended to a line of promotional apparel, incorporating central poster graphics and iconic show quotes.