To redesign it we start with a research and strategy phase where we analyze the theater in depth to detect the aspects that we had to improve. Analysis: brand architecture, tone, target, key attributes, brand values, photographic language, direct and indirect competition, visual codes and brand essence.

We start working on the problems that we detect on the research and strategy phase. We thought it was important to change all the communication to reach a wider audience, from the photographic language until create a system that differentiates the different areas with colors: Opera, Dance, Concerts, Real Junior. 

        

We thought it was important to create a system that differentiates the different areas that the theater offers. To create a system we use colors and a meticulous grid to sort the content. The color strip that differentiates if an application belongs to Opera, Dance, Concerts or Real Junior, refers to the curtain of the theater. By this same, the curtain moves on the grid changing his position and creating a dynamic identity.

       

            

  

With the photographic style we want to communicate the plays through a subjective language. This language express the feelings of the different plays through the look of the models. The goal is to get the viewer to be attracted to the plays, connecting with the audience through emotions. We use the black-and-white to unite all photographs and create an easy-to-recognize style.