The new Theater Rotterdam has taken it upon itself to break through the filter bubble and the theatre walls. The result of a merger between the Rotterdamse Schouwburg, Productiehuis Rotterdam, Ro Theater and Wunderbaum, Rotterdam’s new city theatre has positioned itself as open for debate, putting Rotterdam on the international theatre scene.
Vruchtvlees developed an identity for Theater Rotterdam that serves a purpose as much as it inspires. With intriguing campaigns and a strong online presence, we created the possibility for the dramatic character of Theater Rotterdam to become widely known. Vruchtvlees was also responsible for the campaign elements and the website.
It was a challenging process in a short amount of time. The fact that everything fell into place at the right time is the result of a smooth cooperation, high quality, and professional approach.
Due to its wide scope in activities and events, the theatre needed a strong, recognisable identity. Working closely with Theater Rotterdam’s artistic team, we formulated a clear brand architecture that formed the basis of the identity.
"... I'm really impressed by the new Theater Rotterdam logo. It's probably me, everytime I see the logo somewhere all I can think is: 'Shakespeare!.' The creatives who've created the logo, should be awarded the award for best typography of 2017. And if such an award doesn't exist, we should introduce it right away."
As a result of the close collaboration with Theater Rotterdam’s artistic team we were able to deliver a complex and complete identity in a short amount of time. The artistic team embraced the task as ambassadors of the new design and were quickly able to transform everyone involved into supporters of the new look of Rotterdam’s largest theatre.
"You either like it, or you don't, it provokes emotions. And that's exactly what Theater Rotterdam stands for. No middle-of-the-road-show."
