A provocative personality for a multifaceted theatre group
Theater Rotterdam, A provocative personality for a multifaceted theatre group
Campaign, Brand Identity

Our social media feeds deliver a constant stream of the same type of content from the same people, forming a bubble that establishes and confirms our world views. Theater Rotterdam wants to burst these bubbles with provocative programming that opens new perspectives in Rotterdam and beyond.

Four Forces in one theater

Theater Rotterdam (TR) was a merger between Rotterdamse Schouwburg, Productiehuis Rotterdam, Ro Theater and Wunderbaum. The new theatre needed a strong, easily recognisable identity to unite its diverse range of activities and events. Working closely with Theater Rotterdam’s artistic team we formulated a clear brand architecture that formed the basis of its new identity.

One logo to rule them all

As Theater Rotterdam (TR) hosts events by different theatre makers and groups, its visual identity had to be provocative enough to project the theatre’s personality and flexible enough to unite all its stakeholders. The solution was a monogram logo that would be instantly recognisable no matter its size or placement. It’s supported by a pre-set colour scheme and typography to ensure brand consistency.

Freedom within a framework

The brand architecture gives the theatre makers the freedom to create campaign imagery that captures their story in the best way possible, from photography to illustration and everything in-between. Since its introduction the brand identity has evolved, but the foundation remains the same.

Willem Bruring - regular visitor Theater Rotterdam

"I'm really impressed by the new Theater Rotterdam logo. Every time I see the logo somewhere all I can think is: Shakespeare!"

Spreading the word

As a result of a close collaboration with Theater Rotterdam’s artistic team we were able to deliver a complex but complete identity in a short amount of time. To launch the new theatre we created intriguing campaigns that established TR’s dramatic personality in the city. A strong online campaign put Rotterdam on the international theatre scene.

Nicole Sanberg, CMO Theater Rotterdam

"You either like it, or you don't, it provokes emotions. And that's exactly what Theater Rotterdam stands for. No middle-of-the-road-show."

Epilogue

Since TR’s launch we've become a strategic consulting partner for the theatre’s campaigns. Its makers often come to our studio for a design sprint in which we capture their ideas in a framework they often use for their own plays, as well as for the campaign image that's developed within the framework of the identity.

Client
Theater Rotterdam
Services
Brand Identity
Brand Consultancy
Campaigns
Art Direction
Concept Development
Collaboration

Photography: Mark David

As a result of a close collaboration with Theater Rotterdam’s artistic team we were able to deliver a complex but complete identity in a short amount of time. With intriguing campaigns and a strong online presence, we created a dramatic personality that put Rotterdam on the international theatre scene. The visual identity was awarded with multiple European Design Awards and a Red Dot Design Award.