Wicked
Campaign work for one of the most recognizable brands on Broadway — at Serino Coyne, under the show's art direction.
- Client
- Wicked — Broadway
- Agency
- Serino Coyne, New York
- My role
- Senior Designer, Serino Coyne — adapting the show's key art for each format and carrying it through production, under the show's art direction
- Scope
- Out-of-home billboards · national-tour pole banners · tour flyer templates · print production
Overview
Few marks in entertainment are as instantly ownable as Wicked's — the green, the silhouette, the type. Working on a brand this established is less about invention and more about fidelity at scale: keeping every seasonal execution unmistakably Wicked as it moves across formats and years.
Key art and show photography belong to the production. The layouts shown adapt that established art for each format, produced at Serino Coyne under the show's art direction.
Green you'd
know anywhere.
One palette, one silhouette, held true across every seasonal push and every surface — from a West Side Highway billboard to a Cleveland pole banner to a flyer template.
When the brand is this famous, the job isn't to be seen — it's to be recognized before you've even read a word.