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ThePowerOf Words
Our brand campaign for Perchance Theatre “The Power of Words” took a light-hearted and critical view of the building blocks of language - the letters. On their own, letters aren’t very strong — some are just plain old weak. But, when they’re used in the words of Shakespeare, they become powerful. Being a classical theatre, this was something Perchance could own.
Brand Posters
AThe letter A
should be condemned.
It’s derelict. Like a little
house that needs help
standing up, so they shoved
a dash in there just to keep it
alive. Decrepit is what it is.
But, when it’s attached to,
“All that glitters is
not gold,” this derelict
little A cleans up nicely.
Every letter. Every word.
A power all its own.
Experience that power at
PerchanceTheatre.
ThePowerOf
Words
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
The letter A should be condemned. It’s derelict. Like a little house that needs help standing up, so they shoved a dash in there just to keep it alive. Decrepit is what it is. But, when it’s attached to, “All that glitters is not gold,” this derelict little A cleans up nicely.
Every letter. Every word. A power all its own. Experience that power at Perchance Theatre.
Poster Copy
“ “
Brand Posters Brand Posters Brand Posters
CC seems indecisive. It’s as if it doesn’t know where to go. It’s completely discombobulated. It’s akin to some college kid during frosh week, shot-gunning pilsners in a kiddie pool on some stranger’s lawn. But, when you see it written down in, “Cry havoc! And let slip the dogs of war.” C gets very direct, very, very quickly.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
D is a strange beast. It’s like a big, goofy, toothless smile. It’s a total mouth-breather. It’s the kindof letter that slurps its soup, has opinions on gun rights, and farts at the table. But, when you hear it in a line like, “Double, double, toil and trouble,” that big, gassy, toothless, gun-toting, mouth-breathing smile ain’t so goofy any more.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
The letter B is unsightly: bumpy... in the way. Like, if you were driving down the road and all of a sudden a B appeared, you’d do whatever you could to avoid it. But, when it appears in, “Bid me run, and I will strive for thing impossible,” nothing seems insurmountable. Not even a bumpy old B.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
FThePower
OfWords
F is overrated.It just looks like
an incomplete E. F is like an E
that never really grew up. It’s the
Peter Pan of letters. But, it tends to mature
pretty quickly when you hear,
“Full fathom five, thy Father lies,
of his bones are coral made.”
Not too shabby for a young fella.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
The Servant ofTwo Masters By Carlo Goldoni
Directed by Perry Schneiderman
July 20th to September 1st, 2019
perchancetheatre.com
GEver look at a G?
I mean really look at it.
G looks like a doodle.
The kind of drawing that
happens when you
have a really exciting idea and then bail
on it at the last second.
It’s a sin, really. Almost sacrilegious.
However, when it’s
used in, “Get thee to a
Nunnery,” it finds its salvation
pretty damn quick.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
H should really be two letters. But, somebody decided to cobble them together. It’s an identity crisis waiting to happen. Nobody cares, though. It’s just an H, after all. However, when Hamlet says, “How weary, stale, flat and unprofitable seem to me all the uses of this world,” you can’t help but worry about the little guy.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
JJ is hard to look at.
Not really ugly, per se. It’s the
Cinderella of the alphabet
in many ways. Bossed around by its older (and
infinitely more interesting)
stepsister K, and mocked in
the streets by all the vowels,
(including Y). But, when
Romeo says, “Juliet is the
sun,” the once humble J really starts shining.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
Crippled By Paul David Power
Directed by Danielle Irvine
June 29th to August 31st, 2019
perchancetheatre.com
KK is cool. There’s no
question about it. If I was ever going to hang out with a
letter, or kick a soccer ball around,
K would be the first one I’d call. But, when you
read it in a sentence like,
“A knave, a rascal,
an eater of broken
meats,” you start to
second-guesshow cool K
really is.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
JuliusCaesar By William Shakespeare
Directed by Danielle Irvine
July 27th to September 1st, 2019
perchancetheatre.com
L is a garbage letter. I’m sorry, it is. L is like a guy that doesn’t understand the meaning of personal space in the morning coffee line. But, when you see it in a sentence like, “Let slip the dogs of war,” that’s when that creepy little coffee line guy starts lookin’ a whole lot sexier.
Every letter. Every word. A power all its own. Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
MThe M is massive. You'd never want to sit next to one on a plane. Elbows digging into you. Legs spread wide. Likely, over- compensating for something. However, when it’s written as, “Methinks the lady doth protest too much,” it all starts to make sense.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOf
Words
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
NN is a loner. The hermit of the alphabet. The type of letter that lives in a shack in the woods. But, when it appears in, “Now, entertain conjecture of a time, when creeping murmur, and the poring dark fills the wide vessel of the universe,” you’re kind of glad that N is living in a shack in the woods.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
ZZ is a funny letter,
isn’t it? It’s awkward.
Looks weak. Anemic.
Bloody thing looks like
it would crumble like an
accordion if you stood
on top of it. But, when
you use it in something
like, “’Zounds,” it sounds
pretty cool, doesn’t it?
There’s a whole Wrath
of Khan vibe going on there.
Every letter.
Every word. A power
all its own.Experience
that power at PerchanceTheatre.
ThePowerOf
Words
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
WW is huge. So slow it could block traffic. It really should have a wide-load sticker on it. However, when it appears in, “Wisely and slow, they stumble that run fast,” it makes you think that maybe the W knows a thing or two we don’t.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOf
Words
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
YY is the drunk uncle
of the alphabet.
The kind of letter that
runs around at parties knocking over the
chips and bumping into the furniture.
Its lumbering arms reaching
up high, trying to get somebody
to pay attention
to it. It’s a lot to deal with.
Until you hear Old Capulet
say, “You and I are past our dancing
days,” and you realize, we all have to grow up eventually.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
Crippled By Paul David Power
Directed by Danielle Irvine
June 29th to August 31st, 2019
perchancetheatre.com
VIf V died tomorrow... we’d be sad. And we’d all post tributes about how it was our favourite letter, and how V was the inspiration for you to lose 30 pounds, or learn to knit. But, V is forgettable. That is, until you hear Friar Lawrence talk about “Violent delights.” Then, the forgettable V ain’t so forgettable, after all.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
OThe letter O is nothing. Something you’d as soon scrape off the bottom of your shoe than pay any real attention to. But, when you use it in a sentence like, “O for a muse of fire that would ascend the brightest heaven of invention,” it seems a tad bit more substantial, doesn’t it?
Every letter. Every word. A power all its own. Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
PP is such an unsettling letter. It’s so unstable. Like, at any minute it could just topple over, like a lowercase b on a bender. However, when you use it in a sentence like, “The play’s the thing wherein I’ll catch the conscience of the King,” the old P starts to sober up pretty quickly.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
QQ is nothing more than a pretentious O. The kind of letter that collects obscure modern art prints and sips port. Maybe listens to jazz musicians nobody has ever heard of. The kind ofletter that wears a turtleneckin July. But, when Hamlet talks about a “Quintessence of dust,” all that weird jazz begins to melt away, and you’re left with something a little more human.
Every letter.Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
RThe R is funny, isn’t it? Just a silly little letter. Think of the way it sounds...R. Every time you say it, you feel like a pirate at a kids birthday party. And nobody wants to feel like a pirate at a kids birthday party. However, when Juliet says, “Romeo, Romeo, wherefore art thou, Romeo,” you tend to forego the plank walking and listen.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
The S is greasy. The kind of letter
you’d expect to meet in a
dark alley wearing a
trench coat full of luxury
watches. If this was
the 1800s, you’d find them on a
stagecoach schilling
snake oil. But, when someone
says, “Shall I compare
thee to a summer’s day,” it just
goes to show, you
shouldn’t be too quick to judge.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
T looks like its hiding
something. Covering itself up. Trying not
to be seen. Like a turtle.
And, as a result, nobody ever
really pays much attention to it.
We take it for granted, the T.
And sometimes it takes a line like,
“To thine own self be true,” to really make
you appreciate this painfully shy,
yet incredibly self-aware, letter.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
JuliusCaesar By William Shakespeare
Directed by Danielle Irvine
July 27th to September 1st, 2019
perchancetheatre.com
XIs there a more judgemental letter than the letter X? I think not. Cartographers stopped working with it years ago, electing for the pin, instead. Its usefulness has gone the way of the Dodo Bird. Until, that is, you hear Othello call himself an “Excellent wretch,” and all of a sudden it’s just as memorable as it ever was.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
UU is an underwhelming
letter. A bit of a throwaway,
isn’t it? You can just picture the
masterminds of the Queen’s
English leaning on shovels,
naming letters, and thinking, “meh, this is
good enough.” But, when you
see it written as, “Uneasy lies
the head that wears the
crown,” it hardly feels
like an afterthought.
Every letter. Every word.
A power all its own.Experience
that power at Perchance
Theatre.
ThePowerOf
Words
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
AThe letter A
should be condemned.
It’s derelict. Like a little
house that needs help
standing up, so they shoved
a dash in there just to keep it
alive. Decrepit is what it is.
But, when it’s attached to,
“All that glitters is
not gold,” this derelict
little A cleans up nicely.
Every letter. Every word.
A power all its own.
Experience that power at
PerchanceTheatre.
ThePowerOf
Words
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
The letter B is unsightly: bumpy... in the way. Like, if you were driving down the road and all of a sudden a B appeared, you’d do whatever you could to avoid it. But, when it appears in, “Bid me run, and I will strive for thing impossible,” nothing seems insurmountable. Not even a bumpy old B.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
CC seems indecisive. It’s as if it doesn’t know where to go. It’s completely discombobulated. It’s akin to some college kid during frosh week, shot-gunning pilsners in a kiddie pool on some stranger’s lawn. But, when you see it written down in, “Cry havoc! And let slip the dogs of war.” C gets very direct, very, very quickly.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
D is a strange beast. It’s like a big, goofy, toothless smile. It’s a total mouth-breather. It’s the kindof letter that slurps its soup, has opinions on gun rights, and farts at the table. But, when you hear it in a line like, “Double, double, toil and trouble,” that big, gassy, toothless, gun-toting, mouth-breathing smile ain’t so goofy any more.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
CrippledBy Paul David Power
Directed byDanielle Irvine
June 29th toAugust 31st, 2019
perchancetheatre.com
What can you say about E? It looks uncomfortable. You’d hate to be stuck in a crowded subway car with one, that’s for sure. It’s little prongs digging into your back, like a pitchfork. They are the worst. But, when it appears in something like, “Exit pursued by a bear,” it brings that discomfort to a whole new level.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
JuliusCaesar
By William Shakespeare
Directed byDanielle Irvine
July 27th toSeptember 1st, 2019
perchancetheatre.com
I is a selfish letter. The toddler of the alphabet. “Look at me! I’m really cute and people love me.” But, the truth is most of the time it just reeks of strained peas and rotten milk. However, when Lear says, “I am a man more sinned against than sinning,” you realize there’s more to the I than meets...well, y’know.
Every letter. Every word. A power all its own.Experience that power at PerchanceTheatre.
ThePowerOfWords
The Servant ofTwo Masters
By Carlo Goldoni
Directed byPerry Schneiderman
July 20th toSeptember 1st, 2019
perchancetheatre.com
We didn’t just stop at four letters — we designed an entire alphabet. Perchance’s new alphabet allowed them to use these poster designs in print and OOH in a number of ways: either as individual letters on their own, or they were used to spell out words and phrases relevant to Shakespeare’s plays and Perchance’s current season. They were also used to to create merchandise to help generate added income for the theatre.
Show Posters Show Posters Show Posters
JuliusCaesarSometimes, all it takes is a few small words to topple an empire.
By William ShakespeareDirected by Danielle Irvine
July 27th - September 1st, 2019perchancetheatre.comThe Power of Words
CrippledSometimes, the hardest goodbyes are the ones we don’t get to say.
By Paul David PowerDirected by Danielle Irvine
June 29th - August 31st, 2019perchancetheatre.comThe Power of Words
The Servant ofTwo Masters Sometimes, when word travels fast, it doesn’t always travel correctly.
By Carlo GoldoniDirected by Perry SchneidermanJuly 20th - September 1st, 2019
perchancetheatre.comThe Power of Words
*Appears courtesy of Canadian Actors Equity
*
Bookmarks
Shakespearean Word Merchandise
The new Perchance logo was based on the shape of the theatre itself — a classic 16th century style theatre with a distinctive hexagonal structure. The ‘P’ of Perchance was incorporated into the logo in a way that kept it open and inviting - just like the walkway audiences use to enter the theatre itself.