Client Story: Primary Stages

Shortly after the formation of The Numad Group in 2011, Numad Ted got a phone call from Elizabeth Kandel, the marketing manager at Primary Stages, a leading off-Broadway theater company started by Producing Executive Director Casey Childs (Emmy Award-winner for the soap opera "All My Children") and committed to producing works by American playwrights. They were in need of a graphic designer... right away. Numad had been referred to them by our friends at MCC Theater, and they wanted to meet... right away.

At the time, Ted was living and working in Midtown Manhattan, just around the corner from the administrative officers at Primary Stages. He threw a bunch of samples of Numad's work in a satchel and made the short walk to meet Elizabeth and Casey. Two hours later, Numad was getting to work designing artwork and marketing materials for the production Rx, by Kate Fodor.

Since that time, Numad has collaborated with the great people of Primary Stagesmost recently Phil Haas, who Ted met at The York Theater Company (another client)designing artwork for countless shows, including productions by notable playwrights David Ives (All in the Timing, Lives of the Saints), Donald Margulies (The Model Apartment), Horton Foote (Harrison, TX) and Charles Busch (The Tribute Artist), among many others. Our work with Primary Stages has included:

  • Visual rebranding of the organization
  • Show artwork design for the mainstage shows
  • Graphic design of supporting print marketing materials for mainstage shows
  • Design of invitations and projections for the annual gala
  • Content management system, web development and mobile design for the new Primary Stages website
I appreciate the care Primary Stages takes with its playwrights, creating an environment that fosters new American works and gives them exquisite productions. They play a very important role in the American theater landscape, and we are grateful to collaborate with them.
— Ted Stephens III, Principal