R O L E :
Brand Identity Design • Art Direction • Bespoke Logo Design • Copywriting

Green Theatre is the legendary open-air amphitheater in Odesa, Ukraine was built in 1936. Then it was reconstructed into a modern cultural venue nowadays.

The rebranding project, including a bespoke logo, brand identity system and art direction, was created in 2022.

LOGO

I created a new bespoke logo (custom lettering) inspired by the Ukrainian typographic heritage, primarily by the works of Mykhailo Dmytrenko. My idea was for the new logo to reflect the long history of the Green Theater and its Ukrainian roots, appearing timeless, as if created decades ago, yet still maintaining a contemporary feel.

The feeling I wanted to convey is the warm and friendly atmosphere of the Green Theatre, because you feel calm and safe there, and the location itself evokes nostalgic feelings and somewhat resembles a fairy tale.

BRAND IDENTITY IDEA

Thinking about the associations and emotions evoked by the Green Theatre, I recalled my own experience of visiting it and also spoke with other visitors and organizers. This led me to the idea of a Polaroid snapshot frame. Much like the Green Theater, it has an atmospheric and authentic quality, almost like modern retro.

In the Green Theatre, you are present here and now, capturing this unique moment, much like a polaroid. This became a metaphor and starting point for the development of the visual communication of the project.

TO BE CONTINUED

I’m currently working on the presentation, so please come back in a week (or month) to see the full case. :)