San Francisco Opera

Case Study

San Francisco Opera Season Subscription Brochure Package


San Francisco Opera


The annual season subscription brochure had gotten poor response the previous year for its very modern design that did not appeal to subscribers.


We wanted to take a step back toward more traditional, conservative design that would appeal to a largely elderly audience while still portraying the Opera as relevant and contemporary.


We interviewed the dramaturg about the upcoming season’s themes. After much discussion, we used the idea of picture frames to define what is artistic and also convey opera as a framing device for life. The oblong brochure was printed on a 6-color web press, which allowed us to use 4 spot colors in addition to the standard process colors. The results were rich, saturated pages achieved inexpensively.

This project had numerous components in addition to the subscription brochure and included various versions of forms, envelopes, pocket guide, subscriber guide, reminder postcard, and a single ticket brochure. The Opera marketing department relied on us to keep it all straight.


The 48-page booklet with diecut cover was the lowest-cost brochure the Opera had produced in years. And, it got great response from regular season subscribers as well as new opera patrons.