The Nuova Scena association, which manages the Filarmonico Theatre in Piove di Sacco, needed to shape the visual identity of the theatre season 2019/20, made up of two main series of shows: Prose and Family Entertainment.
Concept
The concept has been inspired by two elements: daily routine and daily newspaper. If art, and theatre in this case, can enter our everyday routine, our life can be improved, new perspectives can be outlined and horizons can be broadened.
A performance, like a newspaper, has a limited duration, but it provides the audience with useful instruments and information to go on in a more conscious way.
So, Daily Theatre has been based on these two intuitions.
Visual Identity
For the whole visual identity project, the graphic design of newspapers and their supports has been used as a reference: from the fonts (Sole serif and Titling Gothic) to the selected types of paper, everything is related to this concept.
The theme of newspaper has also been adapted for the promotion of family shows, by creating origami flamingos with the pink paper of the Gazzetta dello Sport newspaper.
The launch campaign
Before the press conference for the launch took place, some posters with titles referring to theatre shows had been displayed on the information boards of some newsagent’s in the nearby. In this way, curiosity among citizens was aroused and they started sharing pictures on social networks.
A tribute to Dieter Roth
In the communication strategy of a theatre season, the booklet containing the theatre program plays an important role. Besides being a promotion tool, it also represents a source of information for the public. In our case, the value of this tool has been increased, by working on its production process and making every copy unique. The pages presenting the program have been replaced by newspaper clippings and information about the shows has been collected in an insert inside the booklet. I have found my inspiration by observing some works made by the Swiss artist Dieter Roth.
Do you have to think about the visual identity of your start-up?
We can do it together. Let’s talk about it.
We can do it together. Let’s talk about it.
