Most theatrical companies that State of Design has worked with, have commissioned the practice to design their publicity material as well as the set, knowing that the outcome would be a consistent and fully integrated product. Producing publicity material is an opportunity for State of Design to further explore the universe of the play/production and the sensibilities of its potential audience. This investigative process is often employed in the practice's architectural projects where a sensitive dialogue with the client and understanding of his/her brief needs to be placed within the broader context of the proposed development. Whether in the architectural or theatrical design process, vivid imagery is generated to unleash the full aesthetic potential of the design.