Rather than simply showcasing the productions for the year, the decision was made to make the programme a showcase for talent.

We treated the programme as an educational opportunity, showcasing the contributions and perspectives across the theatre spectrum – writers, performers, directors, craftspeople and muses.

The final output was essentially a magazine. Its purpose was to celebrate theatre, and to provide a look behind the curtain allowing people to explore that world. The look was strongly editorial with a focus on real people through document style photography, rather than just production information. We mixed long editorials with Q&A style copy making the magazine more approachable. The final output was a strong editorial driven magazine with enough strong content so it stays around in the house for a longer period of time allowing you to consider the season on offer. This format also allowed us to insert ATC advertising within it pushing annual subscriptions, theatre clubs, behind the scenes events etc.