Corporate identity, graphic campaign and signage elements for the newly Teatros Luchana in Madrid (Spain).
The new identity plays with the unique idea of the 4 spaces and the different type of shows in each one. That’s why we use the numbers 1, 2, 3 & 4 and a different type for each one. We want to explain the different personality of each room. Every space has its own type for the communication program to easy identify the type with the room number.
Creative and graphic communication launching campaign developed along with the advertising agency FARR. The main idea of the campaign lies from the parallelism between the logotype of the Multi-theatre and the faces of the characters that are double expressed, under the claim: “Más por sentir”, which means “More for feel”.
Guerrilla campaign with the aim to wish “¡Mucha mierda!” (literally, “A lot of shit!”), expression that means “Good luck!”, referring to the actors before the show. This expression is known in English as “Break a leg!”.
© Photos by: Toormix & Matt Lazenby / Vaca Estudio