williamstown
publication design & festival campaign marketing
2024
WTF70
70th anniversary festival season
GRAPHIC DESIGNER / CREATIVE SPECIALIST
editorial design + publication layout + campaign collateral + email marketing + print production
For WTF70, I helped produce a special edition program book and campaign materials for WTF IS NEXT, a weekend-long experience and look into the festival’s future
This project encompassed editorial design, cultural storytelling, print production, and fast-moving campaign work under a tight seasonal timeline.
The festival needed a program book that felt worthy of a 70-year milestone while functioning as a practical guide for audiences, artists, sponsors, and staff. It also needed campaign materials that could build excitement around WTF IS NEXT and support the transition into the festival’s next chapter, including the rollout of a new identity developed by Pentagram.
The timeline was tight, the content was constantly moving, and production demands were high. The challenge was keeping the work polished and cohesive while moving quickly enough to meet printer deadlines and live event needs.
I approached the program book less like a standard event booklet and more like an editorial keepsake. The goal was to create something people would actually want to hold onto.
I used bold color, strong typography, and a more magazine-inspired pacing to carry the visual energy of the season’s key art throughout the book. I worked across table of contents pages, leadership letters, dramaturgy sections, featured workshops, the WTF IS NEXT directory, and a 70-year index of plays, building rhythm between dense information and more expressive editorial moments.
QR codes were integrated throughout the book to connect readers to show credits and additional information, helping the printed piece work alongside the festival’s digital experience
Alongside the publication, I designed WTF IS NEXT digital marketing assets for email and social media. I also produced designs for more traditional forms of print marketing, such as postcard mailers, magazine ads, event signage, and early rebrand stationery — helping to keep the season’s communications moving across multiple touchpoints during a major transition for the festival.
outcome
The final program book received overwhelmingly positive feedback for its design and layout, with many people responding to it as a memorable part of the anniversary season experience.
WTF IS NEXT brought in approximately 200 attendees, and the overall design work helped support a successful 70th festival season and a smoother transition into the organization’s rebrand reveal.