Promotional Campaign for Who am I This Time?
– Indiana Repertory Theatre
CHALLENGE:
For Indiana Repertory Theatre’s production of Who Am I This Time? (& other conundrums of love)—a stage adaptation of Kurt Vonnegut’s work—the goal was to create a promotional image that would resonate with Indianapolis audiences and celebrate one of the city’s most iconic literary figures. The team wanted to feature the well-known downtown mural of Vonnegut, but the image’s layered rights and source materials presented a unique legal and creative challenge.
The image would be used for production posters, program book, advertisements, and featured on the theatre’s marquee.
SOLUTION:
I led the creative direction for the campaign artwork and tagline. Because the mural was based on a photograph of Vonnegut, we needed permission from three sources: the muralist, the original photographer, and the Vonnegut estate. I coordinated this multi-party approval process while ensuring our use honored the spirit and legacy of the author.
To achieve the desired aesthetic—something that looked like the mural itself rather than just a photo of it—I heavily edited an approved photograph of the mural (a photo of a mural inspired by a photo) to create a stylized final image. The result preserved the original color, scale, and brick texture of the mural while translating effectively across both print and digital formats. I also designed a custom font treatment for the title and tagline that gave the impression it had been chalked directly onto the mural’s wall—grounding the campaign visually in the streets of Indianapolis.
In addition to the visual concept, I created the tagline:
“A love song to Indy’s favorite writer.”
This line framed the production not just as a theatrical event, but as a heartfelt tribute—connecting Vonnegut’s legacy to a new generation of theatergoers and longtime fans alike.
photo of mural
Benjamin Snyder 