Fulton Theatre
Show Branding and Design
Bringing Disney's Frozen to Life for the Fulton Theatre
Designing the artwork for Frozen was a dream project that came with immense opportunities and challenges. Fulton Theatre entrusted us with creating visuals for what could potentially be one of its most significant productions. The stakes were high—not only because of the show’s massive, passionate fan base but also due to the collaboration with Disney, which required careful approvals at every stage.
Teasing the Show Art
Instead of defaulting to the Broadway art, we wanted to give Fulton a design that matched its distinct seasonal look while staying true to the Frozen brand. This meant crafting artwork that felt fresh, magical, and connected to the production’s grandeur. We started with a teaser featuring the iconic Frozen wordmark, surrounded by a stage-inspired light display and subtle thematic hints. It sparked excitement while keeping the full reveal a surprise.
The final artwork was a labor of love and precision. We combined dozens of elements, including icy landscapes, intricate textures, and a majestic castle backdrop, to bring Elsa’s world to life. The Elsa character herself was carefully composited to ensure accuracy in her placement and presence on the icy stairs. Each piece was meticulously layered, blended, and enhanced with shadows, highlights, and custom effects to create the energy and elegance this production demanded.
Navigating this process with Fulton Theatre and Disney required a balance of creativity and collaboration. From initial concepts to the final brushstrokes, every detail was crafted to ensure it met expectations. Seeing the finished artwork on posters, banners, and digital campaigns—and the audience's delighted reactions—was a gratifying reminder of why we do what we do.
