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De Munt/La Monnaie, Rebranding Opera
De Munt | La Monnaie has been Belgium’s premier opera house since the 18th century. As befits such a legendary location, its events are always popular with a loyal, but ageing, client base. We were asked to create a new brand identity, website and strategy to attract younger visitors without alienating its current audience.
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Digital and accessible
The first thing we noticed was that the majority of De Munt’s means of communication were in print. To target a younger audience we focused on establishing a strong digital presence for De Munt, including social media. We refreshed its website in a way that brings De Munt up to date but respects its heritage: it’s visually impactful but easy to navigate, a vital functionality with conversion in mind.
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To make the world of opera more accessible to outsiders we created a new style guide, including a refreshed communications strategy that’s more to the point and jargon-free. Finally we revamped the logo by fusing the opera house’s two names (De Munt in Flemish, La Monnaie in Walloon) to create a new form: the double M.
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Krystian Lada, Creative Director La Monnaie / de Munt
“I saw what they were doing with Das Magazine; if they can make a non-21st-century thing like literature into something current and interesting, I was sure they could with opera too.”
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Full House
Online ticket sales increased across all age categories, including younger generations. We built a strong relationship with De Munt and helped set up a in-house design department which has been a great success. Not only has De Munt paved the way for Opera in Belgium, it has now conquered the previously unexplored world of digital communication.
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Krystian Lada, Creative Director La Monnaie / de Munt
“The result is a refreshed variation on the existing visual identity, one that respects the history and traditions of De Munt. We’re very pleased with it!”
De Munt/La Monnaie
Brand strategy & positioning Brand Identity Digital Design UX/UI Campaign
Development: Tentwelve Brussels
We brought an opera institution up to date with an identity that appealed to its older lovers as well as younger opera outsiders. By replacing print with a strong digital presence and creating an identity that embraced modernity while respecting the past, we increased online sales across all age groups.