Branding Play reloaded

Corporate Branding

The dignified Stuttgart Playhouse is located on the former site of the royal botanical gardens in the city. We therefore designed a rosette logo and composed various motifs inspired by a flower market for the first season.

Working within the framework of the CD, we created visualisations of our own distinctive interpretation of the action on stage to go in the programme booklets with only a few days available in each case. On Fridays, we combined these with photos taken at the dress rehearsal on Sundays delivered the programmes fresh off the press in time for the premiere. The designs ranged from a 1920s-style electric appliance catalogue for Jenúfa and a Western libretto for La Fanciulla del West to a mock credit card for The Flying Dutchman and a criminal record file for Carmen.

We were almost too successful. Whereas the first productions had to endure some harsh criticism, the programmes were received extremely well. When commentators said that the quality of what was on stage should be made to match the quality of the programmes, we were on the brink of ending the cooperation. In the end, however, art came out on top – both on paper and on stage.