The Client
The Paisleys, a recently rebranded team in the new iO Theater resident company.
The team was debuting their rebrand with an 8-week run of their show, Open Family.
The Challenge
Write an event description on an e-commerce page to sell tickets to a live show; build an audience base for a new company that would regularly attend the show; establish a brand voice.
Resident company team The Paisleys needed unique copy to distinguish itself from other teams in the resident company of the iO Theater.
This copy was the debut of the rebrand and had to communicate a strong voice and clear perspective.
The Target
Theater and comedy students 18+, mostly millennials and Gen-Z.
The show was also a strong fit for creatives who seek out weird and unpredictable art on a weeknight, and budget-conscious nightlife explorers.
The Tone
Offbeat, avant-garde, playful, snappy, inviting.
The group’s style combines grounded, character-based comedy with absurd and avant-garde elements, and the team’s rebrand embraces an ironic, 70’s cult vibe.
The Solution
A description for a show like this trades on intrigue. As an improv show the content itself is unpredictable, which I leaned into in order to create a sense of excitement.
This show was also designed to build brand awareness within the theater’s new and growing student base and foster community within the theater, so I balanced the creepy, oddball elements with some self-conscious silliness. The overall effect is warm, weird, and goofy.
