Campfire Theatre
July 2021
Campfire: Theatre in the Round began as a hypothetical solution to the lack of nighttime entertainment at a Midwestern amusement park inspired by the theme of the great outdoors. The question that inspired the project was this: if the campfire is where the community gathers at night, then how many more could gather if we made the fire larger?
This sentiment of inclusivity prompted the designing of a gigantic campfire-inspired theatre in the round, the preliminary rough sketches for which can be seen here. I began with the shape of the campfire itself, wondering if the action of the traditional “storyteller” could be relocated from beside the fire to within the fire itself. From there, a tree stump became an aesthetically well-matched basis for a stage, with “log” seats being adapted for an outdoor amphitheater-style space.
Since the focus was on expanding and extrapolating the campfire-community-experience to all, great care was taken in researching the kinds of traditional folktales and dances which could be featured on the stage. Among these influences was my own father-in-law, a traditional New Mexican Navajo folk dancer (”Northern-Style Fancy Dancing”). Another idea which made its way into the process was to include characters from Indigenous and Immigrant-American folklore by way of large scale puppets that could be seen from afar.
Refined Phase
After a period of rough sketching and inspired by an aesthetic moodboard depicting elements of the classic American campout experience, the structure of Campfire: Theatre in the Round began to take shape.
Although this initial sketch infers the presence of four total logs, the ten story structure would ultimately be designed to resemble the tripod formation of three aging sequoia logs, a gigantic albeit basic campfire. In fact, these fiberglass “logs” - each coming in at 26 feet in diameter - would be hollow, allowing for the various technical equipment and access passages necessary for a state-of-the-art outdoor theater space.
Nestled between the logs would be a large, 50-yard-diameter round stage, fabricated to resemble an ancient stump complete with tree rings. Surrounding this stage would be arena-style seating for up to 1,100, which via two shows a day could provide an excellent ticketed option for a significant portion of park attendees.
Most impressively, the top of the structure was conceived to be able to emit timed pyrotechnics, allowing for a plume of fire to mark the beginning and end of every performance, as well as to serve as a beacon for park goers. Talk about a weenie roast!
Branding Phase
The logo and accompanying brand for Campfire: Theatre in the Round were designed with a rustic and hand-crafted feel in mind. Since the overarching theme of the theater itself is to connect people with one another, with their cultural roots, and with nature, it was vital that a kind of organic quality be immediately discernible in the associated brand package.
The logotype is a combination of two fonts: Bronx Shoes, by Cruzine, and an adapted version of Besom by Krisijanis Mezulis and Gatis Vilaks. The central mark is the letter “A” adapted to resemble the tripod formation of the Campfire structure, complete with somewhat exaggerated flames atop. To a lesser extent, the letter “C” gives the impression of a crescent moon.
