As the in-house creative lead for The United Theatre, I directed the design and production of all visual communications — spanning signage, print, digital, and outdoor media. My role demanded both creative flexibility and precision: each campaign honored our brand’s refined aesthetic while adapting to the needs of diverse programs and regional partnerships.
Over two years, I produced more than 400 unique assets and four quarterly Program Guides that unified our community’s cultural identity under one cohesive visual voice.
Billboard, Sponsored by the Ocean Community Chamber of Commerce, Westerly, RI
Scope of Work
Creative Direction
Developed visual concepts for exhibitions, live performances, and film series.
Led design strategy aligning with programming, ticketing, and membership goals.
Collaborated with regional cultural partners to integrate co-branded visuals.
Design Execution
Print Collateral: posters, brochures, flyers, billboards, vouchers, and wayfinding signage.
Digital Assets: weekly email campaigns (Constant Contact), social content (Facebook, Instagram, Twitter), preshow slides, and digital lobby screens.
Environmental Graphics: banners and outdoor displays to promote seasonal programming.
Editorial Design: concepted and designed The United Theatre Program Guide, integrating event calendars, educational programs, membership features, and regional advertising.
Brand Stewardship
Maintained strict adherence to brand standards — color, typography, and photography — while evolving layouts for special initiatives.
Served as creative liaison between leadership and design vendors, ensuring consistent storytelling across all platforms.
Creative Process & Storytelling
Each project began with immersion in The United’s mission — “to UNITE the community through the arts.” I translated that mission into visual form by prioritizing tone, typography, and rhythm: minimalist layouts punctuated by expressive photography and dynamic headlines.
Design Highlights
Quarterly Program Guides
A signature piece of my work — the 18-page quarterly publication became both a marketing tool and a collectible artifact of regional culture. I managed every stage: editorial planning, layout, ad trafficking, and vendor coordination.
Featured live events, film listings, and educational programs.
Integrated partner advertising and membership incentives.
Achieved on-time delivery for all four editions while expanding advertiser base.
Digital Campaigns
Created branded social media and email templates to improve consistency across digital channels. Weekly newsletters maintained a 35–40% open rate, and social engagement grew through story-driven visuals.
Community Collaborations
Designed co-branded materials with:
Mystic Aquarium: joint film series campaigns and educational spotlights.
RI Philharmonic: classical concert promotions.
Festival Ballet Providence: outdoor posters and preshow features.
Impact & Outcomes
Elevated The United Theatre’s visual identity across all touchpoints.
Increased public recognition of brand consistency through unified campaigns.
Expanded partnerships with regional organizations through strong visual collaborations.
Streamlined internal creative processes, enabling rapid turnaround for events and media deadlines.
Reflection: The Designer as Brand Interpreter
My work at The United exemplifies my belief that great design begins with deep brand empathy. Balancing creative freedom with brand stewardship taught me to think like both an artist and a strategist — guiding how audiences see, feel, and connect with the mission.
“Designing for The United wasn’t just about posters or pixels — it was about shaping how a community sees itself reflected in the arts.”
Interested in working together? Get in touch today.
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