Dogfight, The Musical

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DOGFIGHT, THE MUSICAL

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Recently I was asked by Auckland Music Theatre to help with branding content for the New Zealand Premiere of 'Dogfight'. Dogfight is an off-broadway musical about a troop of marines making the most of their last night before deployment to the Vietnam War. I soon discovered that the identity of the musical needed more fundamental brand cohesion across all promotional media. I was then given the opportunity to immediately rebrand Dogfight across outlets. I consulted with the director to develop a logo system based on the harsh realities war; whilst still retaining the theatrical nature of the production.

A big thank you to Auckland Music Theatre for bringing me onboard and Katie Flood for working so hard to bring Dogfight to life here in New Zealand.

THE PROGRAMME

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The programme was produced on a very limited budget and in order to fit the same tone of the branding some improvisation was needed. Playbills/Programmes so often follow the same format and I wanted to break away from this. My initial concept was to print on newsprint and have the Dogfight programme present like a newspaper from the 1960's. Unfortunately, this did not fit within the budget so I devised a transparent outer cover in lieu of newsprint. Because this was a 'New Zealand' premiere, I then hand stamped a limited number of the 400 programmes with the night of attendance.