West Australia’s Black Swan Theatre launches 2019 season campaign

Perth branding and communications agency Block has developed a campaign for West Australia’s Black Swan Theatre ahead of the troupe’s launch of its 2019 season.

‘Where the heart is’ showcases the programme developed by artistic director, Clare Watson, which explores themes around belonging and family.

Block’s director of strategy, Emma Watton, said of the campaign: “While we needed to promote individual shows with a consistent look, we really wanted to bring some of Clare’s bigger themes front-and-centre.

“We viewed the season both as a series of distinct shows, and as a whole that seeks to engage and provoke. These are issues people in the broader community think and care about, but they don’t always see theatre as a way to explore. It’s a powerful season idea.”

Black Swan and Block also worked with local visual artist Joanna Lamb to depict suburban scenes representative of Perth in the campaign, said Mark Braddock, creative director of Block.

“We took cues from Joanna’s artwork and colour palette to build on the sense of nostalgia and place. Richard Jefferson’s photographic portraits were designed to inhabit Joanna’s scenes, while standing apart from them. This treatment has been used to create key art for each show.”

Black Swan’s Watson added: “They’ve done a wonderful job of creating a campaign that will spark conversations about what it means to belong. We hope new and faithful audiences alike will be curious to discover ‘where the heart is’.”

The campaign is running across print, outdoor, digital and social.


  • Client: Black Swan State Theatre Company
    • Artistic Director: Clare Watson
    • Executive Director: Natalie Jenkins
    • Marketing Manager: Maria Sioulas
  • Agency: Block
    • Creative Director: Mark Braddock
    • Creatives: Cameron Murray, Louis Boys and Rachel Boon
    • Art Director: Cameron Murray
    • Director of Strategy: Emma Watton
    • Account Manager: Shenelle Manwaring
    • Account Coordinator: Meghan Loney
  • Production credits
  • Artist: Joanna Lamb
  • Photography: Richard Jefferson
  • Videography: Philip Gostelow
  • Stylist: Chaka Leyla at The Wardrobe Archive
  • Hair & Make-up: Clare Mac, Vikki Aldridge

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