Spring Awakening
The St. Lawrence College Musical Theatre Program presented Spring Awakening, an 1800s German play reimagined through modern rock. The campaign needed to reach a college-age audience and reflect the story’s rebellious tone while using non-explicit imagery.
Deliverables
Print & digital promotional assets
Business/Organization
St. Lawrence College
Research & Ideation
Research into Spring Awakening's visual history revealed common motifs: couples, red stamped titles, and microphones. Ideation moved from moodboards to sketches until a final concept was chosen.
Concept
The design expresses tension between rebellion and restraint. A graffiti-style word cluster conveys protest and youth culture; two hands holding a microphone symbolize intimacy through performance. The shattered cathedral-inspired window represents rejection of constraint while letting light through—signaling transformation rather than destruction.
Visuals
Angled type captures the show’s restless rhythm. A palette of orange, hot pink, and purple moves beyond the typical black-red scheme. Orange and pink convey energy and attraction; purple, drawn from “The Song of Purple Summer,” introduces emotional depth. Together, the colours channel vitality without graphic imagery.
Strategy
Three asset types expanded the campaign: a poster and postcard for tactile visibility on campus; an Instagram carousel opening with “banned musical” to echo conversations on censorship and mental health; and Reels/TikToks using Gen Z’s POV format to connect audience and cast through humour and authenticity.