Granada Theater
Graphic Designer + Photographer
Granada Theater is a theater in the Lower Greenville neighborhood of Dallas. The theater was built in 1946 as a movie house. In 1977, it was converted to a concert hall, only to revert to a movie theater soon afterwards. In 2004 it was again opened as a concert hall and has remained that way ever since. In 2018, I was hired on a contract to be a graphic designer and photographer.
I worked directly with their Marketing Director and the rest of their team to produce social media posts, posters, coupons, and any other marketing material for the venue.
Our workflow consisted of the Marketing Director receiving the upcoming set lists from the show producer, who would then lay out the list into a spreadsheet. Each artist would have labels by their name indicating what kind of graphic we would need to make. The most common forms were social media posts, posters to display in front of the venue, headers for Facebook events, and graphics that would display on the big screen before a show would start.
This environment taught me how to work within a style I've never done before. When a band would come up on my list, I would listen to their music, review their artistic style on social media + website, and create artwork based on what I observed. Understanding that each artist has a different target market and it's our job as a venue to attract that specific kind of demographic.
I was given the opportunity to take photos during "Free Week," when our staff photographer became ill. Free Week was a week long lineup of shows where every show was free for the public. The goal for this event was to bring the community together to listen to new artists and celebrate the music industry in Dallas.
One of my photos was featured in VisitDFW.Com article of "Top Concert Venues In Dallas-Fort Worth"
Another objective of mine was to assist with creating marketing materials for the restaurant connected to the concert hall, Sundown at Granada. Their goal was to attract private events and create regulars who eat at the restaurant before every show.
Although this gig was early in my career, the lessons I learned during this experience are still used in my daily workflow as a creative director. Creating out of my comfort zone and putting myself in the shoes of a customer Im not familiar with has helped me solve many creative problems.
Because of this gig, Im confidently able to go into a project, no matter the style, industry, or target market and say that we will knock it out of the park.
