In years past, the Charleston Ballet Theatre had always used photos of principal dancers in their posters and advertising. But when designer Gil Shuler was asked by a friend to create a series for the company’s 2012-13 season, he felt they should head in the opposite direction.

Shuler’s simple, yet effective graphic solution employs point shoes as the unifying element, making the posters easy to reproduce, conceptual, fun and memorable. Shuler created the entire series all at once—in one sitting—and the posters were immediately approved by CBT. The response was overwhelmingly positive: the ballet experienced a huge jump in ticket sales, and Shuler personally received many requests for reprints.

Communication Arts

// From our friends at Communication Arts

Leave a comment