The concept of the rebranding project of the Children’s Musical Theatre is based on combining the elite atmosphere of the musical theater with the children’s avant-garde. The aim of this project is to preserve the high cultural status of the theater, offering opera, ballet, symphonic music, as well as experimental and non-standard performances for children and adults, and at the same time enrich its program with creative and innovative elements.

The approach that is proposed for a successful rebranding involves maintaining and increasing the appeal to the audience by presenting innovative and interesting shows and events that combine a high artistic level and a stimulating creative approach to art, even among the youngest viewers.

Thus, the new brand of Children’s Musical Theatre will represent a unique combination of elitism and avant-garde, providing the public with the opportunity to enjoy high art and at the same time discover bold and innovative creative approaches that contribute to the development of creative abilities of children and adults.

Brand description: “Moscow is the world’s first children’s professional opera, Ballet and Symphonic Music Theater named after Natalia Sats”. One of the important tasks of the theater is to stimulate and develop the creativity of the children themselves.
We row against the current. The market dictates: put something simple, dumb, so that no one is straining. 
And we say: no, we will put on Stravinsky’s “Petrushka”! Children and Stravinsky!” But children don’t know that Stravinsky is difficult. We are offered to make a musical, and we are preparing Stockhausen’s “Little Harlequin” – “avant-garde for the youngest”.

Task: As the main project in this module, the goal was to make a rebranding for the Children’s Musical Theater. The main task of the rebranding is to combine the atmosphere of an elite musical theater with a children’s avant-garde. What formed the basis of the project concept.