Rebranding of the existing art theater in connection with the change of artistic director, it is necessary to convey the new values of the theater: progressiveness, courage, willingness to experiment and stage actions, where the viewer goes through a transformational path.
In Soviet times, there was a cinema in the theater building, with the name “Progress”. It was a district center where the locals liked to relax. When the question of the name of the theater arose before the rebranding, a study was conducted with local residents. It turned out that local residents of the area recalled the past history of the cinema with special warmth. The name turned out to be very close to the main segment of the 40+ audience, and at the same time it seems modern and understandable for young people, as now there is a trend towards understandable Cyrillic names with a touch of the Soviet era.
Since the decision was made for the theater to bring back the name of yesteryear, the graphics were designed to maintain a nostalgic feel, but at the same time with modern fresh colors and technical details. Progress is about manufacturability and moving forward, but progress is also impossible without the participation of a person and his sincere intentions to change the world for the better. Therefore, the graphics combine a technical aesthetic combined with warm gradients inspired by the metallic textures of Soviet posters.
Visual solution building on the principle of repeating elements: gradients, images, grids. Progress is achieved through trial and error, repeated actions that lead to results. Rhythmic repetition conveys the feeling of moving forward and achieving goals.
- Agency/Creative: Victoria Lamina
- Article Title: Progress Theatre Branding
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: Armenia
- Agency/Creative City: Erevan
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Identity, Brand Redesign, Logo Design, Type Design
- Industry: Mass Media
- Keywords: rebranding, theatre, identity, branding
Designer: Victoria Lamina