Some partnerships just click. 🫰 Flato Markham Theatre and our team at Interkom have been working together since 2015, and over the years, we’ve seen the theatre grow into a vibrant cultural hub: one that brings world-class talent, unforgettable performances, and the kind of community energy you can’t manufacture.
This year, to celebrate Flato Markham Theatre’s 40th anniversary… we went retro.
We helped design a brochure that wasn’t just informative, but a full-on experience. A bold, confident, totally tubular ’80s-themed seasonal brochure, with a visual concept that carried seamlessly across all marketing materials…. and judging by the response, it was the right move!
The Brief: Celebrate 40 Years (Because It’s a Big Deal)
Anniversary seasons are special. They’re a chance to reflect, honour and excite, but they’re also a chance to stand out.
Flato Markham Theatre wanted this milestone season to feel celebratory and fresh, something patrons would remember, share, and most importantly, want to attend. The audience is loyal, yes, but attention is still a competitive landscape, even for beloved institutions.
So the question became: “How do we make the marketing feel like an event before the curtain even rises?”
Answer: Make it nostalgic. Make it FUN!
The Creative Direction: Big Hair, Big Season
The ’80s theme became the backbone of the season’s identity. A smart move, because when you’re celebrating 40 years, you’re not aiming for subtle. You’re aiming for memorable. And let’s face it… everybody who ever lived through the ’80s (and even those who didn’t) are pining for them. (Don’t believe me? Just look at the success of Stranger Things.)
Our Graphic Designer and Certified ’80s Baby Jennifer Kettle summed up the process perfectly:
“Designing the Flato Markham Theatre’s 40th anniversary season was an exciting creative challenge. After beginning with client-led concepts, Kayla [Managing Partner] encouraged me to explore a new direction – something retro, fun, and unapologetically bold. I leaned into an ’80s-inspired aesthetic, experimenting with vibrant colours, chunky typography, playful curves reminiscent of roller rinks, Ben-Day dots, and even 3D-glasses–style photo effects. Some ideas were delightfully too far out, others more refined, but all were rooted in making the season feel celebratory. Bringing the designs back into the theatre’s brand colours tied everything together beautifully, resulting in a fun, funky, and professional anniversary look. I hope patrons have enjoyed it as much as we loved creating it.”
Fun. Funky. Professional. Yep. Exactly what anniversary marketing should be.
Like Jenn pointed out, the key wasn’t “go retro at all costs.” The key was tying it back into the theatre’s brand colours and personality, so it felt celebratory without feeling off-brand.
Don’t Just Promote – Pull People In!
When your brochure becomes something patrons want to flip through, something they keep on the counter or pass along to a friend, that’s when marketing is doing more than informing. It’s building anticipation!
And this season deserved it. The lineup included big names and beloved favourites, including:
- Lighthouse
- How We Got to Jersey: A Tale of Two Frankies
- James Barker Band
- Jann Arden’s Christmas Tour
- John Pizzarelli
- Leahy: Celtic Roots and Christmas Cheer
- Gordon Lightfoot Band
- Men of the Deeps
When you pair that kind of programming with a strong, consistent visual theme, the marketing communicates what it feels like to be there. That emotional connection is what makes ticket buyers go from “maybe” to receiving a “thanks for your purchase” email.
A 10-Year Partnership We’re Proud Of
Working with Flato Markham Theatre since 2015 has meant building trust, learning their audience, and creating marketing that supports both the big vision and the practical needs of selling tickets.
This anniversary season was a reminder of what happens when collaboration is strong:
→ the client brings the insight
→ the creative team brings the spark
→ the end result feels effortless
We’re proud of what we created together and even more proud to see it out in the world, helping fill seats for incredible performances.
Interested in seeing your own vision brought to life like this? Contact us, and let’s talk!