ART DIRECTION | DESIGN | HANDLETTERING
BroadwayCon: Designing Merchandise That Captures the Spirit of Theatre Fans
BroadwayCon, the only fan convention dedicated entirely to theater lovers, needed a merchandise collection that felt as vibrant and expressive as its attendees. The challenge was to create designs that went beyond typical event swag—something that would resonate emotionally with fans and serve as a lasting connection to the Broadway experience.
Strategic Approach:
Brand Positioning Through Messaging: The slogan, "There's a Place for Us," was more than just a tagline—it was a declaration of belonging for theater enthusiasts, drawing from the iconic West Side Story lyric to reinforce BroadwayCon’s role as a gathering place for fans.
Designing for Emotional Connection & Collectibility: Merchandise had to feel both exclusive to the convention and timeless for theater lovers. By incorporating bold typography, theatrical references, and adaptable design elements, the collection became a sought-after keepsake that extended the BroadwayCon experience.
Balancing Niche Appeal with Marketability: While BroadwayCon attracts a devoted audience, the merchandise needed to appeal broadly across theater fandom. The result was a versatile collection that felt both personal and universally recognizable within the theater community.
By aligning brand strategy, messaging, and design, the merchandise became more than just memorabilia—it became a tangible expression of Broadway fandom, allowing attendees to carry a piece of the experience with them long after the convention ended. (click each image to expand)