Digital campaign for You Used to Call Me Marie…, a touring theatre production by Savage Society and the National Arts Centre. The play follows a Métis love story across generations, weaving together themes of identity, resilience, and connection to land.
The goal was to create a design that felt both authentic and contemporary. Building on the production illustrations by Métis artist Carly Nabess, I developed a visual language that paired these elements with a modern, elegant, and organic typeface reflecting the play’s love story and emotional depth. The paragraph font was thoughtfully chosen to include extended characters and glyphs supporting Coast Salish languages, ensuring cultural accuracy and accessibility across all written materials.
The campaign included videos, social media carousels, digital banners, and other promotional materials that followed a cohesive visual system. Each asset drew from the same illustrative language and typography, creating a recognizable throughline that connected audiences to the production wherever they encountered it. This consistency strengthened the tour’s presence across platforms, amplifying the play’s visibility while maintaining the warmth and storytelling at its core.
