A comedian observed that handing out flyers is a bit like saying, “Here, throw this away for me.” He’s not wrong. Flyering can be the most disheartening activity in theatre. Marketing general gets that reputation.
But like any challenge it has the possibility of being really exciting. Every year performers try crazy stunts to get people to take their flyers – they cavort in costume, they sing, they beg… And the for the designers the challenge is just as intense: How to deliver information in a way that engages the imagination of the target audience. As much as the aesthetics matter, the result is what counts.
Yusrah Bardien passed on a great idea to me from Fiona Gordon (if you’re interested in the up & coming generation of people who make theatre happen, it’s them). Instead of making the standard flyer, make a colouring book page. Suddenly the flyer becomes entertaining in itself, an item families can engage with and even look forward to finding on their tables. For me it’s a joy to be able to doodle the characters and a challenge to figure out what makes a good image to colour in. Usually I don’t work with vector graphics but since I’m travelling it became the best way to work.
First I’d doodle the characters, trying to find a nice clean cartoon style that is still energetic, then I’d roughly sketch ideas for layout, finally I’d rework these with the vector tools on Photoshop (I know, I know I should use Freehand or Corel if I’m serious about vectors. But I didn’t have time to learn a programme from scratch). I’ll do a work through when I have more time.
The results are still evolving. In these sketches you can see I went back to rework Jay – the first pass felt too non specific, too generic kid (a danger of writing young characters too?) while the new sketches give him more energy and expression.
Get Kraken is on daily at 12pm at Oatlands Hall as part of the ASSITEJ Family Venue at the National Arts Festival 2013.