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DOYLESTOWN-BASED PRITCHARD DESIGN PUTS BOLD NEW FACE ON PHILADELPHIA'S NEW FREEDOM THEATRE Pritchard Design, a Doylestown graphic design and illustration studio, is making quite a name for itself among area theater companies. Its latest effort is a new corporate identity campaign for Philadelphia’s New Freedom Theatre. The image re-vamp includes a logotype redesign, bold graphics and a vibrant new color scheme. These were applied to a new brochure, direct mail postcard, posters, and banners for nearby streets and the theatre building itself. This new relationship follows on the heels of a successful image redesign for the Bristol Riverside Theatre. “I’m really excited about the direction Pritchard Design is taking with our work in the performing arts arena,” says studio founder and principal Laura Pritchard. “There’s nothing more inspiring than bouncing off the energy of other creative people, and the appreciation when you hit the target is truly gratifying.” That energy is evident in the bright colors, neo-primitive design elements and bold photographic treatments in the new New Freedom Theatre campaign components. The updated logo, incorporating African motifs, expresses the confidence of a theatre company willing to invest itself in emerging voices, like those responsible for the current repertory season’s offerings. Suzi Garber, NFT Marketing Director, says, “We came to Laura with the eagerness of a fresh idea and a feeling. Laura took a tour of our historic building and the theatre, and proceeded to capture the essence of who we are and where we are going. Her dynamic theme supports the new New Freedom Theatre brand identity, and it works well for any application we need.” One of those applications was a large vinyl banner promoting the group’s Performing Arts Training Program for emerging artists in pre-school through adult classes. “I love the idea that, besides being featured several stories high on the side of the theatre, our work is promoting a program that helps people of all ages get in touch with their own ability for creative expression,” says Pritchard. Black Nativity, conceived and directed by Dr. Walter Dallas, opened November 26 at the newly built, 299-seat, state-of-the-art John E. Allen, Jr. Theatre, which opened on February 19, 2000. The venue is located in the historic Edwin Forrest Mansion at 1346 North Broad Street on Philadelphia's Avenue of the Arts. The current production closes January 11, 2004. It will be followed by Trick The Devil, written by Bill Harris and directed by Ed Smith, running from February 8 through March 7. This season’s last offering will be Lazarus Unstoned, also by Dr. Dallas, from April 7 through April 25, 2004. Founded in 1966, Freedom Theatre is Pennsylvania's oldest African-American theatre. Dallas created Freedom Rep, the professional performing company of Freedom Theatre, in 1993. Since then, Freedom has grown from a small community theatre group to an award-winning, nationally recognized regional company. It is only the second African-American theatre to join the prestigious League of Resident Theatres (LORT). In August 2000, Jamie J. Brunson, New York-based arts business consultant and award-winning playwright, was appointed New Freedom’s first female managing director. |
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PRITCHARD DESIGN • Intuitive Strategic Design for Intelligent Businesses |
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