Dramaten
Identity
Identity
During my time at Bold, I developed a series of sketches based on the strategy and concept of friction. The brief was to make Dramaten more appealing to a younger audience. The strategy focused on Dramaten's inherent complexity – the seemingly contradictory nature of being groundbreaking within an old institution, a classic building situated in the middle of a hypermodern society, the mix of intellectually challenging content and popular appeal, and the sharp shifts on stage between emotions, light, and darkness. All of this is constantly happening, but not without conflict, not without friction. Instead of downplaying these contrasts, we aimed to elevate and highlight them.
The idea was to develop a graphic identity centered around the theme of friction. My solution was to introduce subtle imperfections and contrasts within the core elements of the identity to evoke a sense of friction. These contrasts were expressed through deliberate shifts in images, shapes, colors, and typography, creating tension and dynamism throughout the design. My sketches reflected this strategic approach, bringing the concept of friction to life visually.
The idea was to develop a graphic identity centered around the theme of friction. My solution was to introduce subtle imperfections and contrasts within the core elements of the identity to evoke a sense of friction. These contrasts were expressed through deliberate shifts in images, shapes, colors, and typography, creating tension and dynamism throughout the design. My sketches reflected this strategic approach, bringing the concept of friction to life visually.
