46th Season Announcement + Key Art

Project Overview

The 2025–26 season marks a pivotal chapter for Woolly Mammoth: it is the final season programmed under Artistic Director Maria Manuela Goyanes, as she transitions in September. In this moment of leadership change, the season becomes both a celebration of legacy and a bold statement of what’s possible moving forward.

The lineup pulses with theatrical risk, telling stories of apocalypse, drag, clowns, aging, fertility, and haunting time’s loops.

Challenges & Goals

Reframe the season announcement as an exciting cultural event, not just a press drop.
Differentiate Woolly’s voice in a crowded arts landscape, emphasizing risk-taking and bold artistry.
Drive early revenue through subscriptions, group sales, and Golden Ticket renewals.
Provide flexibility in messaging across audiences (subscribers, single ticket buyers, community partners).

Outcomes & Impact

Brand Tagline:

“We don’t play it safe. We play it Woolly.”

positioning Woolly as an unapologetically adventurous theatre.

Key Art & Visual Language
- Show temp art: intentionally focused on one simple, strong wordmark to embody the spirit of each show.
- Show posters: cinematic inspired key art for each production, offering a strong bold compliment to the wordmark.
- Created a design system that could flex across digital ads, social campaigns, web, and on-site signage.
Communications Rollout
- Coordinated launch with press outreach, email storytelling, and segmented messaging to patrons.
- Embedded subscription sales prompts directly into early announcement materials—including a new year round value proposition.