Michigan Opera Theatre
Role: Lead Strategist, Designer & Illustrator (as Unsold Studio)
Project Duration: Winter 2021 to Fall 2021
Project Location: Detroit, MI
To bridge the gap between grand tradition and Detroit’s modern pulse, Unsold Studio reimagined the Michigan Opera Theatre’s 2021–2022 season through a lens of constant evolution. The season wastitled "In MOTion" by the new Artistic Director of the opera, Yuval Sharon, who wanted to transform the Michigan Opera Theatre’s high-art experience into something accessible, "cool," and deeply local. By utilizing optical illusions, deconstructed illustrations, and kinetic graphic patterns, we created a cohesive visual identity for the season that signaled a bold new era for the opera under new leadership—proving that even a centuries-old art form can find its rhythm in the heart of a modern city.
The Strategy
The primary strategic challenge was to dismantle the "stuffy" reputation of opera to make it inclusive and appealing to a modern Detroit audience. Navigating the uncertainty of the COVID-19 pandemic, the company needed a narrative that felt active rather than stagnant.
The Theme: "In MOTion" was selected by the Artistic Director Yuval Sharon to communicate evolution, innovation, and a refusal to stand still, especially in response to the Covid-19’s halt on live performances the prior season. Sharon’s selected theme needed to be communicated across all collateral, while each individual show had to have a unique identity within the larger brand.
The Audience Split: The strategy required a "dual-track" visual approach—creating something "cool" enough to attract new, younger opera-goers while maintaining enough sophistication to retain longtime donors and season ticket holders.
Narrative Structure: The season was strategically split into two phases: Act I: Out and About (community-focused, non-traditional venues to accommodate for health and safety during the pandemic) and Act II: Coming Home (when shows and audiences would return to the Opera House). The visuals created acknowledged this split, with a literal inversion in the layouts to mark a clear distinction between the season’s two acts.
I authored the foundational visual strategy and framework that served as the project’s final creative path. This provided a stable blueprint for our studio to build out the broader brand ecosystem across all platforms.
BELOW
My strategy and design contributions to the first round of design work presented to the client. The client ultimately selected my idea, Concept 1: Optical Illusion.
The Solution
To execute the "In MOTion" theme, Unsold Studio leaned into high-concept illustration and optical illusions to suggest movement, as most deliverables would be static (programs, posters, ads, etc.). Each production was given a unique visual "trick" to simulate physical movement.
Optical Illusions: Techniques like the accordion-fold effect (for Blue) and kaleidoscopic layering (for X: The Life and Times of Malcolm X) were used to create depth and motion on 2D surfaces.
Cohesive Differentiation: While every show had a distinct color palette and graphic style, the use of consistent typography and layout structures ensured the entire season felt like a curated set.
Narrative Graphic Cues:
La Bohème: Used nostalgic "rewind" visuals from early VCR technology to hint at the production being performed in reverse.
Bliss: Utilized repetitive, cyclical patterns to mirror the repetitive nature of the show, which would repeat one act from the opera for a twenty-four hour period.
Frida: Transformed iconic imagery into fragmented, modern forms to represent the "multitudes of Frida."
The Impact
PROFESSIONAL AWARDS
2022 Graphis Design Annual (New York, NY), Silver Award in Print – Poster, Michigan Opera Theatre. Fall 2021. Juried.
Indigo Design Award (Amsterdam, Netherlands), Gold Winner in Poster and Brochure Design for Graphic Design, Michigan Opera Theatre: 2021–22, 2022. Juried.
Indigo Design Award (Amsterdam, Netherlands), Silver Winner in Promotional Materials for Graphic Design, Michigan Opera Theatre: 2021–22, 2022. Juried.
CLIENT MILESTONES
Total Revenue: For the fiscal year ending June 2022, the organization reported total revenues of approximately $19.5 million (up from previous pandemic lows).
Younger Demographic: The "In MOTion" series successfully lowered the average age of attendees, attracting a "cooler" crowd that typically frequented Detroit's art and street scenes rather than the Opera House.