Wicked has been a well loved and acclaimed Broadway musical that dives into the untold story of the Witches of Oz. It follows the story of how Elphaba, the misunderstood green witch, forms a friendship with the popular sorceress Glinda while boarding at Shiz Academy. After Wicked's jump in popularity after Broadway released in 2003, the story has once again been bought to light when a movie adaptation was released in November 2024 starring Cynthia Erivo and pop sensation Ariana Grande.
This is a brand identity concept that focuses on a reimagined North America world tour poster. The poster captures the essence behind Wicked by providing design elements such as silhouettes of the flying monkies, Elphaba, Glinda, and a witch. The colors and typography are heavily influenced by Wicked and Wizard of Oz.
I first worked up this idea after watching the movie Wicked. I had a concept of a tour poster that I wanted to do. I worked up some drafts in Figma November 25, 2024 and ending up with this design. After some critiquing, I ended up changing the look of the poster a little bit so it can be more harmonious in its design elements. However, for the first digital draft, the essence behind Wicked can be seen through the color picks, silhouettes, typography, fonts, and even locations. These locations that I chose are popular spots for Broadway adaptations.
The final drafts of the poster made me fall in love with the movie all over again. By adding design elements of Wicked, I was able to convey the story's vision. The bold Wicked font comes from the original font given in the Broadway and the subhead with "North America 2025 Tour" along with the location and dates are fonts that are from the Wizard of Oz. I used sans serif for the cast name and starring to mix in contemporary vibes since the movie is current with big names. I also decided to make a paper flyer because I also wanted to remake the poster in a flyer format to see how it would look if printed.
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