zürcher theater spektakel ’18
brand identity and campaign for the zürcher theater spektakel: the festival ranks among the most important european festivals for the contemporary performing arts. with its artistically outstanding programming, a unique atmosphere, the large number of engaged and open-minded spectators, it is an important annual event in zurich with international appeal.
for the realisation of the campaign visuals, we got inspired by ‹heliography›, a precursor of the photography. with its special grain, they got a very distinctive character which makes them highly recognisable.
the campaign was consistently implemented in all analogue and digital media. a specifically developed colour palette facilitates navigation through the various categories. the complete visual appearance and website have been updated accordingly.
project details
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zürcher theater spektakel is one of europe’s leading festivals for contemporary performing arts, bringing together an international audience for an annual celebration of innovative theatre, dance and performance. the festival’s visual communication needs to reflect its artistic ambition while creating a distinctive and recognisable presence throughout zurich.
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for the 2018 edition, studio marcus kraft developed a refreshed brand identity and campaign inspired by heliography, a historical precursor to photography. the concept draws on the distinctive grain and tonal qualities of this early image-making technique to create a visual language with a strong and recognisable character.
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the campaign visuals use grainy, high-contrast imagery that evokes the material qualities of early photographic processes. a specifically developed colour palette distinguishes the festival’s different programme categories, combining a consistent visual identity with a practical system for orientation and navigation.
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the identity was implemented across analogue and digital media, including posters, the festival newspaper, pocket guide, signage and website. the visual appearance and website were updated to create a coherent experience across the festival’s communication channels and physical environment.
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a distinctive campaign that combines historical photographic inspiration with a contemporary graphic system. the recognisable image treatment and colour-coded categories bring consistency to the festival’s communication while helping audiences navigate its diverse programme.
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client: zürcher theater spektakel
year: 2018
services: brand identity, concept development, art direction, graphic design, campaign design, editorial design, signage, website design -
concept, art direction & design: studio marcus kraft, in collaboration with marlon ilg, layout: michel fries, web development: high five
zürcher theater spektakel: matthias von hartz (artistic director), delphine lyner (executive director), veit kälin (technical director), esther schmid (communication), josefine stähli (administration office)