The Madhatter's Fun House identity is based on evoking play through shifting-shapes, colors and letters, to create a series of words related to the event: Mad Fun, Fun House, and Madhatter's Fun House. Every year Lookingglass hosts Madhatter's Ball, a fundraiser for their Education program at the theatre.
The identity was used on digital ads, the invite (produced on mirrored paper to create play), signs throughout the event, and images of the Junior Board, for their Facebook and profile pictures leading up to the event.
The large projected piece is an advertisement at Block 37, created by Rae Shuman, a designer who helped me flush out the campaign.
Below (top–bottom): Proposals for the drop wall as one enters the space and proposals for how to bring the identity into the space while evoking play.
