Abay theatre. New identity

Creative idea

The main and oldest opera and ballet theatre in Kazakhstan lived without its own identity for almost 90 years. For decades, its visual style was sporadic and did nothing to help it stand out among other theatres. Most of the theater logos are similar to each other since they use building façades in the brand style. We decided to do different and better: instead of depicting the external façade, we choose to display the interiors of the theater and turned them into hand-made lettering. And as the main sign, we took the contour of the building and amalgamated it with a Kazakh ethnic pattern.

Brand name: Abay
Advertiser / client: Abay theatre
Product / service: Theatre
Campaign name: Abay theatre. New identity
Agency network: INDEPENDENT AGENCY
Agency: SEED Almaty
Creative director: Nail Muratov
Art director: Renat Poposhev, Erke Kaliev
Copywriter: Nikolai Shkoda, Dmitriy Larionov, Roman Shakhbalaev
Designer: Adel Makhat
Account director (agency): Artur Karabadzhak
Managing director: Dmytro Volkov
Illustrator: Oksana Kharechko
Post production: Slava Ligai