Website Design
Overview
The Texas Outdoor Musical has been in production since 1966. During its 58th season, the organization expanded its programming by introducing a new summer experience in Palo Duro Canyon.
Shakespeare in the Canyon was created as a new mainstage-style series featuring four performances in July. The goal was to reimagine the existing Shakespeare program while creating a flexible identity that could support future productions and remain rooted in Shakespeare’s timeless work.
Campaign Overview
The Challenge
The campaign needed to introduce a new offering while still honoring the legacy of the Texas Outdoor Musical. At the same time, the branding had to feel unmistakably Shakespearean without tying the identity to a single play.
Because the series was designed to continue in future seasons, the visual system needed to adapt easily. In addition, the campaign had to generate excitement and clearly communicate the experience of live theatre set within Palo Duro Canyon.
Shakespeare in the Canyon Identity
The Approach
We developed a visual identity that captures the magic and drama of Shakespeare’s work. The system was designed to remain flexible, allowing it to evolve across different productions while maintaining a consistent look and feel.
Art direction focused on atmosphere and storytelling. The branding was created to complement the canyon’s natural beauty while elevating the sense of occasion. As a result, the campaign positioned Shakespeare in the Canyon as a lasting experience rather than a one-season event.
The identity was applied across multiple touchpoints to ensure consistency both on-site and throughout the surrounding community.
Out-of-Home Campaign
Direct Mail Campaign
Print Advertising
Pop-Up Banners
Digital Advertising
Playbill Cover Design
The Result
Shakespeare in the Canyon received an overwhelmingly positive response. Audiences praised the opportunity to experience A Midsummer Night’s Dream against the dramatic backdrop of Palo Duro Canyon.
The combination of Shakespeare’s classic storytelling and the natural environment created a memorable and immersive experience. In recognition of its creative execution, the campaign received a Silver ADDY at the 2025 AAF Amarillo American Advertising Awards.
The project successfully established Shakespeare in the Canyon as a distinct and scalable addition to the Texas Outdoor Musical’s seasonal programming.
