SOUTHLAKE STAGE is a children's theatre that supports theatre programs of Texas K–12 public schools. Hosted schools may perform theatrical plays they produce and raise funds for their programs through ticket sales.
Inspired by at-risk art programs throughout schools in America, I chose to take my SOUTHLAKE STAGE class project in a direction that benefited these schools from Texas by creating a children's theatre. It is common for art programs to be one of the first things that suffer or perish once schools receive budget cuts. Having previously researched the importance and advantages of art education, I became passionate about creating a facility that would support art programs at schools both monetarily and educationally. It is an important subject for children to experience and learn—something that should not be taken away from children in order to favor scientific and mathematical subjects in schools.
At my SOUTHLAKE STAGE, theatre students from throughout Texas may perform plays in order to raise money (through ticket sales) for their programs. These proceeds are shared between the school and theatre itself.
The final logo direction selected was originally inspired from environmental observations of the Southlake area. The first iteration of the final logo (seen on the first page of sketches below) was roughly influenced by the shape of Grapevine Lake, adjacent to the city of Southlake. The bubbly forms emulate blobs of water, coming together to form the lettering of the logo. This mirrors the concept of the Texas community unifying together to support the schools that play at SOUTHLAKE STAGE.
As the audience for SOUTHLAKE STAGE includes people ages 18 and under, the theatre has a youthful, fun, and family-friendly visual direction. The performing schools may be disenfranchised (what would bring them to have fundraising efforts), the direction moves away from vibrant, flashy colors and has a natural, honest color palette. This palette is also mindful of the environment around the location of the theatre.
The Southlake Stage logo is always presented in color. The palette is varied enough for specific color combinations of the logo to stand out on both light, mid-tone and dark backgrounds. This range of palette benefits the flexibility of the logo. The illustrative style complements the simple vector forms of the logo and blob forms seen throughout the branding, along with the simple sans-serif font families utilized.
Ronald Dahl's Fantastic Mr. Fox was selected as the highlighted theatrical performance at SOUTHLAKE STAGE as the central conflict revolves around social class struggles, which relates to the theatre's purpose. The illustration direction included using a limited palette (only that of branding) and gritty texture. I wanted it to appear natural and visually convey the underlying theme of the play. The protagonist, Mr. Fox, is walking towards the audience with his stolen goods, while the three corporate farms loom behind him in the background. The farms are menacing and are at the top of the illustration to imply hierarchy between them and Mr. Fox.