Case Study: San Francisco Opera

Title: Season Subscription Brochure Package

Client: San Francisco Opera

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

Challenge: 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.

Solution: 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.