
UQ Business School
Art Direction
Copywriting
Graphic Design
Strategy & Creative
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.
Defined the brand narrative through the curatorial lens of ‘heartcore’, crafting a campaign platform that embodied the raw emotional intent behind the 2026 season.
Created All Feeling. No Filter. – a bold, four-word declaration that anchored the campaign across every channel.
Developed moodboards, photography direction and recommendations for colour, typography and imagery to refresh the brand’s visual expression for the 2026 season.
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.
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.
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.