Co–creative Marketing
ILL at the National Theatre of Luxembourg tote bag

Last year I was briefed to design a promotional flyer for a play that fused a modern and traditional script and involved audience interaction.

I felt that the marketing could have better represented the ethos of the theatre company if a co–creative approach was usedand if the item had a real function.

To resolve this issue I created a series of shopping bag stencil kits. I chose a serif typeface to reference the traditional elements of the production, but placed this within a modern interactive system that enabled the user to mash up the traditional letter forms in a similar manner to the remix of modern and traditional within the play.

I placed serated tear lines around each letter, which gave the user the option to illustrate more freely while still leaving a letter spacing guide if desired.