Go Comedy! IMprov Theater
Marketing rebrand for a reopened theater
Overview
Go Comedy! Improv Theater is a dynamic entertainment venue that specializes in improvisational comedy. It offers a wide range of live comedy shows and performances where actors spontaneously create scenes, characters, and humor based on audience suggestions. The theater provides a platform for both professional and amateur comedians to showcase their talents, creating an interactive and entertaining experience for the audience. It’s a place where laughter and creativity take center stage, providing a unique and unpredictable form of entertainment.
After the pandemic, Go Comedy! Improv Theater was gearing up to open its doors once again and needed a website and branding refresh. This refresh included creating visually appealing show posters and engaging social media content. Additionally, the theater’s website needed a better user experience and the ability for students and patrons to purchase tickets and classes.
Task
Refresh theater artwork and branding and redesign the website
Role
UX Designer, Marketing Director
Timeline
8+ Weeks
Tools
Adobe Illustrator, Adobe Photoshop
Empathize
User Personas & Empathy Mapping
The first step in my design process was to determine what some typical users might look like. With a business like an improv theater and improv academy, this included both patrons and improv students. My goal in creating these user personas was to bridge between patrons, students, and performers alike. I have an improv background so I was able to draw upon my own experiences.
Next, I moved on to empathy mapping. It was important to think through the feelings, thoughts, actions, and needs of users who may want to get into improv or see a show.
These empathy maps provide a deeper understanding of the personas’ perspectives, helping to tailor experiences and offerings that align with their needs and aspirations.
The Creative Explorer
Emma, 25
Emma, a 25-year-old graphic designer, seeks inspiration and a creative outlet outside her demanding job. She enjoys exploring different art forms and stumbled upon improv through a friend’s recommendation.
Motivations:
Takes improv classes to break out of her comfort zone, enhance her quick thinking, and foster a more collaborative mindset.
Attends improv shows to experience spontaneous creativity and witness the magic of on-the-spot storytelling.
Enjoys the challenge of thinking on her feet and finds the supportive improv community refreshing.
What does she say?
“I love attending improv shows; the creativity is so inspiring!”
“Taking improv classes helps me break out of my creative rut.”
“The improv community is so supportive; it feels like a second home.”
What does she do?
Actively seeks out new and diverse artistic experiences.
Participates enthusiastically in improv class exercises.
Engages in discussions with fellow improv enthusiasts.
What does she think and feel?
Excited about discovering new forms of creativity.
Anxious but motivated to push her creative boundaries.
Grateful for the positive and inclusive atmosphere in improv.
What are her pain points?
Worries about not being quick-witted enough in improv situations.
Balancing a busy work schedule with creative pursuits can be challenging.
The Team Builder
Alex, 32
Alex, a 32-year-old team lead at a tech company, is always on the lookout for activities to strengthen team dynamics and communication among team members.
Motivations:
Organizes team outings to improv shows as a way to encourage teamwork, boost morale, and foster a positive work environment.
Enrolls in improv classes with colleagues to enhance communication skills, foster creativity, and strengthen the team’s ability to adapt to unexpected challenges.
Values the principles of “Yes, and…” as a means to promote active listening and collaborative problem-solving within the team.
What does he say?
“Improv shows are a great way to bring the team together outside of work.”
“Taking improv classes with my team has improved our communication.”
“The ‘Yes, and…’ mentality has positively impacted our work dynamics.”
What does he do?
Plans and organizes team outings to improv shows.
Actively participates in improv class exercises with the team.
Encourages a culture of collaboration and positivity at work.
What does he think and feel?
Enthusiastic about finding unique team-building activities.
Satisfied with the positive changes he observes in team dynamics.
Motivated to continuously improve the team’s communication skills.
What are his pain points?
Concerns about team members not fully embracing the improv mindset.
Balancing team-building activities with work priorities.
The Aspiring Performer
Ryan, 28
Ryan, a 28-year-old aspiring actor and comedian, is passionate about honing his performance skills and breaking into the entertainment industry.
Motivations:
Regularly attends improv shows to observe seasoned performers, study different styles, and learn from the best in the field.
Takes improv classes to sharpen his improvisational skills, build confidence on stage, and expand his comedic repertoire.
Sees improv as a stepping stone to improve overall stage presence and spontaneity, hoping to incorporate these skills into scripted performances.
What does he say?
“Improv shows give me insights into different performance styles.”
“Improv classes are helping me become a more spontaneous performer.”
“I want to incorporate improv skills into my scripted performances.”
What does he do?
Attends improv shows to observe and learn from experienced performers.
Dedicates time to practicing improv techniques outside of classes.
Seeks feedback from improv instructors to improve his skills.
What does he think and feel?
Inspired by the creativity and spontaneity of seasoned performers.
Determined to improve and succeed in the entertainment industry.
Eager to integrate improv techniques into his acting and comedy.
What are his pain points?
Fears of not being quick-witted or adaptable enough on stage.
Balancing the demands of pursuing a creative career with financial stability.
Define & Ideate
Defining the Problem
Once I understood our users and had an idea of what their aspirations might be, it was time to move into defining the problems to address with the redesign and the refresh of graphics.
Prototype & Test
From understanding the aspirations of our users to defining the problems, I then moved into a prototyping or design phase. I refreshed the show art and gave the website an updated style.
Show PosterS
Social Media
UI Style Guide
Reflection & Next steps
This project was very personal to me. I enrolled in my first improv class in 2016. At first, I just wanted to hone my skills in public speaking and get more comfortable in front of people. What I found instead was a wonderful and supportive community full of like-minded and kind people, all striving for the same goal. Improv is a skill that everyone has but not everyone uses. It teaches collaboration and cooperation and is a great team-building activity.