Teatro La Plaza
Creative Direction · Institutional Brand Leadership · Campaign Systems · Team Leadership
Institution Overview
Teatro La Plaza is one of Peru’s most influential contemporary theater institutions, known for commissioning original works, presenting international productions, and developing contemporary interpretations of classical texts. Under the artistic direction of Chela De Ferrari, the theater collaborates with leading directors, performers, and designers to produce culturally engaged programming addressing contemporary social themes.
Role:
Head of Art Department
Project Overview
As Head of Art Department at Teatro La Plaza, one of Peru’s leading contemporary theater institutions, I led the development of visual identity and campaign systems for over 55 theatrical productions across institutional programming, original works, contemporary reinterpretations of classical texts, and licensed adaptations for Spanish-speaking audiences.
I built and directed the in-house creative department, collaborating closely with artistic leadership to translate each production’s conceptual vision into cohesive public-facing campaigns while maintaining a strong and recognizable institutional identity across the season.
Scope of work
55+ theatrical productions (2011–2016)
Venues ranging from 250–1,000 seats
Campaigns across print, publication, advertising, and environmental graphics
Team growth from 1 → 5 designers
Built and directed a five-person in-house creative department
Collaborated with Artistic Director, production teams, and marketing
Directed campaign photoshoots and vendor production
Established visual standards and workflows
Managed budgets for print and freelance creatives
Ensured brand governance across all public-facing materials
Process & Leadership
Campaign Identity Systems
Each production required a distinct visual language while maintaining institutional recognition. Working closely with directors, and creative teams, I developed campaign concepts, directed photoshoots, and oversaw design execution across posters, advertising, and production materials.
Festival and Environmental Campaigns
Art direction and visual identity for institutional programming, including playwright festivals and public events. Campaigns extended across environmental graphics, large-scale installations, and promotional materials.
Editorial and Institutional Communications
Designed institutional publications and season materials, coordinating multi-stakeholder content and maintaining visual continuity across the theater’s public communications.
Audience Programming & Seasonal Campaigns
