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For Keith J. Rainville, what began as a two-week graphic design gig at LA Opera (which he took instead of going to San Diego Comic Con) has morphed into a 13-year career as the company’s in house designer and brand manager. Rainville oversees and creates LA Opera’s marketing materials and has been instrumental in crafting the company’s cinematic style—a look often inspired by his lifelong love of classic film, 1960s television shows, and vintage horror.
“I was a kid in 1970s New England,” says Rainville. “We had a good five month winter and since I couldn’t go outside, I spent my days watching TV. Back then, pre-cable, you were a victim of whatever was on. I was lucky to have really good channels out of Boston that syndicated a lot of old 1960s TV shows. As a kid, I never quite understood what was new and what was old. I thought a ten year old rerun of Lost in Space was just as contemporary as Star Wars,” recalls Rainville. He continues, “My earliest memories of connecting with graphic design and typography were credit sequences for shows like Wild, Wild West and Bewitched. It was a great time for those credit sequences, most of which were animated, and I used to love those more than the shows.”
Those early experiences of watching 1960s TV shows, as well as Japanese monster movies, moody black-and-white Universal and later garishly hued Hammer classic horror films, still inspire Rainville to this day, particularly in his marketing designs for LA Opera’s more outré productions. “If you ever want to look at key art and say, ‘That’s a Keith Rainville design,’ look at our Lohengrin, Hercules vs. Vampires, and Nosferatu campaigns,” says Rainville. Those campaigns (see below) are 1960s inspired, full of loud colors, and eye-catching graphics. Of this, Rainville says, “Marketing is a blunt force instrument. You have to grab people’s collars and get their attention, and nothing does that more than garish color and large graphics.”