Polish Theatre in Bydgoszcz

Visual Identities, Web Design

Polish Theatre in Bydgoszczy

In 2014 Paweł Wodziński and Bartek Frąckowiak became the new managers of the Polish Theatre in Bydgoszcz. The new program that they introduced required an entirely new visual identity system.

Our studio was asked to take on that challenge.

After many discussions and meetings with the team of the theatre we were able to work out a formula which responds to the needs of a diverse curriculum, since at the Bydgoszcz Theatre apart from ordinary theatre repertoire one can attend also debates, workshops, educational programs and a series of experimental activities.

Therefore, it was clear to us from the very beginning that the visual identity should be fully flexible. We therefore tried to create a set of basic elements that we could later employ in a variety of promotional materials.

The main elements of our proposal are the expressive typography and the simple colours. We decided to refrain from the use of metaphorical illustration / photography.

That approach was explicitly asked by new management (an excerpt from the brief below):
“The new visual identity of the theatre has to be focused on the content, which means that we want to see typography as the main element accompanied by careful, typesetting and infographics. These elements will be efficient message carriers. We do not want to focus on superficial aesthetical attractiveness. Especially today, when the recipient of marketing communications is constantly bombarded with attractive visuals, we believe that public becomes increasingly indifferent. Therefore the approach we seek for gives us a chance of grasping the attention of the public, which would otherwise stay impartial. Furthermore we hope that this strategy will have a positive impact on local visual environment.”

The design process has been a great pleasure for our studio, particularly because we felt that the management’s concept is perfectly in tune with our hypothesis of efficient communication design.

In 2015 our project was selected for “Good Design Award” held by the Polish Institute of Industrial Design.

Over the years 2014 and 2015 our studio designed:

1. Stationery used for internal purposes, as well as for external promotion

2. A website, which meets the below requirements:
– full responsiveness
– dedicated CMS (Content Management System)
– SEO (Search Engine Optimization)
– solutions for people with special needs
– integration with online system for tickets

The website is constantly expanded and enriched with new functionalities. We are currently working on an online archive with advanced filtering system.

3. Promotional materials for performances – including posters, brochures, flyers and flags.

4. Promotional materials for additional events – posters, leaflets, graphics for online promotion.

Polish Theatre in Bydgoszcz, 2013/2014
project manager: Marta Malesińska, designers: Natalia Baranowska, Marta Malesińska, Kalina Możdżyńska


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