WHAT I DID: Key Art Design, Print Design & Production, Digital Design

WHAT I USED: Photoshop, InDesign, Illustrator, After Effects

THE OBJECTIVE

Giulia: The Poison Queen of Palermo is the first main stage musical of Perelman Performing Arts Center (PAC NYC)’s fourth season. The musical is inspired by the true story of Giulia Tofana—a prolific serial killer in 1600s Palermo, Italy. I was part of the team designing the key art for the show and creating the extension of the branding into print and social media assets. I also worked on the multi-page digital program for the theater with HTML/CSS on a customizable platform InsideGuide (see here).

THE APPROACH

The goal of the key art is to create the dichotomy of Giulia’s character: is she a hero or is she the villain? Our team conducted extensive research into unique lighting methods and the appearances of 17th century Italian apothecaries—a shop that sells herbs and medicines—which we recreated to present the show merchandise. We leaned into a deep red color to symbolize both the murderous nature of the show and the ambience of Italy. We surrounded her with herbs and bottles to symbolize her apothecary, and a skull to hint at the darker nature of the show.