All Feeling. No Filter.

Queensland Theatre Company Season 2026

Queensland Theatre Company

Art Direction

Copywriting

Graphic Design

Strategy & Creative

Bringing a bold new season and vision to life

Queensland Theatre Company’s (QTC) Season 2026 marked a pivotal shift, with a new Artistic Director, an expanded leadership team and an opportunity to reframe how a state theatre company connects with its audience.

Aruga was engaged to bring this new vision to life, developing the season’s brand platform, All Feeling. No Filter. a four-word declaration that distilled the emotional energy of the program into both an invitation and a statement of intent.  

Alongside the strategic campaign, Aruga shaped the season’s tone of voice and visual direction, concepted photoshoots, refined the colour palette and typographic system and oversaw the design rollout of the Company’s reinstated name, signalling a confident new era for QTC.  

The hero piece was a 64-page season magazine designed as a cultural object rather than a traditional brochure. Through artist interviews, editorial features and image-rich layouts, Aruga created a bold, emotionally charged showcase of the season and QTC’s creative community. 

Read more about the season here.

Explore the Season Magazine

Deliverables

Season Strategy & Positioning

Defined the brand narrative through the curatorial lens of ‘heartcore’, crafting a campaign platform that embodied the raw emotional intent behind the 2026 season.

Tagline Development

Created All Feeling. No Filter. – a bold, four-word declaration that anchored the campaign across every channel.

Creative Direction

Developed moodboards, photography direction and recommendations for colour, typography and imagery to refresh the brand’s visual expression for the 2026 season.

Season Magazine

Produced a 64-page, editorial-style publication featuring original interviews, long-form storytelling and a refined visual layout, transforming the traditional season brochure into the campaign’s flagship sales and marketing piece.

Public Relations

Delivered an integrated PR campaign that amplified All Feeling. No Filter. through targeted media outreach, securing wide-reaching arts, lifestyle and news placements to position QTC's 2026 season as both a cultural moment and a bold new creative era.

Meta Advertising

Developed a paid Meta campaign to drive season awareness and ticket sales across Facebook and Instagram. Designed creative variations optimised for platform behaviour and audience engagement, using short-form video, static and carousel formats to extend the campaign’s emotional reach and impact.

Winning tactics

Thumbs Up

Aruga translated the Artistic Director’s heartcore vision into a public-facing identity, staying true to its emotional core while shaping it into a cohesive system that worked across brand, campaign and editorial.  

Peace Sign

Aruga reimagined the traditional season brochure as a story-led and image-rich magazine. The result was a publication that felt personal, cultural and deeply considered, elevating the season into an experience rather than an announcement.  

Ok

The colour palette, typography and tone were crafted for longevity, giving QTC a refreshed visual and verbal identity that can evolve beyond the 2026 season.  

Campaign Highlights

QTC Photography Concepts
Concept illustrations translated into dynamic final imagery, capturing the season’s emotion and energy.
QTC Brand Guidelines
Updated brand guidelines codified the new visual and verbal direction, ensuring consistency across all communications.
QTC Campaign Billboard
High-impact outdoor creative announcing the 2026 season with bold, unapologetic presence.
QTC Campaign Messaging
The campaign platform extended across every touchpoint, from magazine and merchandise to PR storytelling and social media advertising.