CAMPAIGN CONCEPTING | ART DIRECTION | BRAND STRATEGY | SOCIAL & DIGITAL | EXPERIENTIAL DESIGN
WICKED: Evolving an Iconic Broadway Brand for a New Generation
For a brand as iconic as WICKED on Broadway, the challenge wasn’t creating awareness. It was keeping a cultural phenomenon fresh, relevant, and engaging for longtime fans while continually reaching new audiences. As part of the art direction team, I helped shape the Broadway production’s ongoing creative across campaigns, social and digital content, major milestones, and brand partnerships.
Strategic Approach:
Evolving an Icon Without Reinventing It: We built upon WICKED’s instantly recognizable visual identity, finding new ways to expand the brand while maintaining the equity and consistency audiences had come to expect.
Turning Milestones into Campaign Moments: The show’s 20th anniversary became an opportunity to celebrate its legacy through fan-focused creative, social storytelling, and unexpected experiences designed to reward an audience that had grown alongside the production.
Building for an Always-On Audience: Beyond major campaigns, we kept WICKED culturally active through social and digital content that responded to platform behavior, cultural moments, cast milestones, and the passionate community surrounding the show.
Connecting Broadway to a Bigger Cultural Moment: As the Wicked film brought the story to an even larger audience, we developed creative connecting the Broadway production to the excitement surrounding the movie while ensuring the stage production maintained its own distinct identity.
The work helped WICKED remain both a Broadway institution and an active, evolving cultural brand. Our 20th anniversary campaigns were recognized with two 2024 Silver Clio Awards, including WICKED: Defying Social Media Expectations for WICKED20 and WICKED: Thrillifying Texts to Celebrate 20 Years of WICKED. (click each image to expand)
