Masquerade is an immersive adaptation of Andrew Lloyd Webber's The Phantom of the Opera, reimagining the classic musical as an interactive theatrical experience. The production was presented at The Duke on 42nd Street.
Goal / Brief
When I joined the project, the branding had already been established. The client felt that the marketing was leaning too heavily into the atmosphere of an exclusive party or nightclub, making it difficult for audiences to understand the theatrical nature of the production.
As the primary designer on the account, I expanded and refined the existing brand system, creating subscriber communications, FAQ campaigns, and promotional materials that helped position the experience more clearly for theater audiences while maintaining its immersive appeal.
I also designed a logo for NOCTURNE, the production's after-party experience, which was later incorporated into venue marketing materials.
Challenges
The client did not have access to many of the original working files, requiring me to rebuild and recreate assets from scratch while maintaining consistency with the existing brand.
What I'm Proud Of
I'm proud of helping evolve the visual language of the campaign while working within an already established brand. The project challenged me to balance the exclusivity of the experience with clearer communication for a broader audience.
Credits
Agency: The Pekoe Group
