DARK HEART is a musical written by myself + my sister, Jessica Avellino. It takes place in the broken psyche of Emma, a 15-year-old who is unable to cope with the tragic loss of her sister. She awakens in a hospital after a suicide attempt and is surrounded by friends from school and the ghost of her sister. Riddled with guilt and depression, Emma must fight to survive in the war against her own emotions. At the near end of the show, her journey of guilt and loss comes to a halt when she finally reveals that her sister drowned to save her life. Emma almost attempts suicide again after finally reliving the tragedy, but her sister’s ghost confronts her and releases her from the guilt. She then learns that all along, her “friends” have just been pieces of her imagination trying to help her cope. She learns that there must be dark for there to be light.
The pieces aims to recognize the prevalence of mental health issues, particularly in teenagers, and the importance of provoking a necessary discussion. This show is an honest and heartfelt look at teenage mental health. One is truly able to experience what it is like to be trapped in your own mind. It provides food for thought, a terrifying glimpse into this reality – and most of all, culminating with a hopeful message: “you can only find light if you let there be dark.”
Our goal for the creative branding was to represent the show visually in a metaphorical design that tied into the motifs and plot points of the piece.
The Work
Key Art + Logo
Web Design
Check out the full website at www.darkheartmusical.com
Social Strategy
Our social strategy had the overall goal of depicting the mood of the show: the mystery, confusion, and high contrast of dark and light. Check out the account on Instagram.
