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.