Caroline, or Change

A timely story deserved a key art change.

The Musical Stage Company is the largest and leading charitable musical theatre company in Canada. They strive to develop and produce thought-provoking musical theatre with contemporary relevance and to build and enrich communities through musical storytelling. Their musical productions – including award-winning contemporary musicals, world premieres, and concerts – are seen live by 30,000 people over 80+ nights. To date, their work has been recognized with over 96 Dora Award nominations, 21 Dora Awards, and 17 Toronto Theatre Critics’ Awards.


The marketing team at The Musical Stage Company and Obsidian Theatre were looking for a new look that would align with the ambitious new staging for this Toronto production. This iteration of the art was to reflect some of the more memorable key art directions the musical had in different cities over the years.


Working with the marketing team at The Musical Stage Company, we developed an eye-catching look for this reimagined and expanded new production. Our direction included typography that is consistent with the era while paying homage to the musical’s marketing in other markets. A full line of print publications, print/digital advertising, exterior theatre signage, and in-theatre promotional marketing.

The artwork framing, which was developed as a window into musical theatre for The Musical Stage Company marketing was used for this production to provide a consistent marketing experience that audiences would begin to associate with quality productions.

A sincere and massive thank you, to you and your team for getting us to the finish line so successfully. The feedback has been exceptional, and the design looks fantastic across all platforms. 

Grateful to have you on our team.

— Victoria Barber, Director of Marketing & Engagement

  • Internal documents
  • Print / web advertising
  • Infographics
  • Presentations
  • Social media
  • Key art
  • Building signage
  • Signage
  • Web development
  • Signage application
  • Printing
  • Social Media
  • Production services

Contact Us

We are always open to meeting new designers and partners alike. Some of our best projects stem from a marrying of talents and we would love to see yours.

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