Branding and Corporate Design — Book and Editorial Design — Interactive Design — Campaign — Photography and FilmAlte Oper FrankfurtBIG & SELF-CONFIDENT |
Alte Oper is not only an historical attraction in downtown Frankfurt, it is also one of Europe’s best-known concert halls. Since Dr. Stephan Pauly became Director General, it has seen itself as a creative center, developing new opportunities and attracting a large audience. hauser lacour’s brief was to translate the repositioning of the brand into a corporate design.
Taking the former logo, hauser lacour cautiously separated the figurative from the word and opened the two up such that the illustration is at the head, and the considerably larger wording of Alte Oper is now at the foot of the various communication means. The large space in between is presented as a stage, in which artists and events are featured in stunning images. The Alte Oper brand is given the space it needs to have an emotional impact.
Alte Oper Frankfurt stages concerts, musicals, festivals, as well as congresses, with attendance figures totaling up to 460,000 a year. There is something for every musical taste, from classical to contemporary. Together with the Director General hauser lacour developed the strategic basis for the new brand presence, which in addition to the rather conservative core target group is also destined to reach a younger audience. That said, the previous logotype was to be kept.
The large image gallery welcomes visitors to the website with forceful images, guiding them in turn by means of artists and musicians through the current program highlights. Furthermore the event program has a scroll function.
The large image gallery welcomes visitors to the website with forceful images, guiding them in turn by means of artists and musicians through the current program highlights. Furthermore the event program has a scroll function.
The stage is set! The image concept for the new corporate designs puts the Alte Oper protagonists in the limelight and uses the entire surface as a screen – even larger than life on posters!
This way singers, performance artists, and directors face visitors eye to eye, creating a strong link with them. The media become a creative part of the venue and seem dynamic, active.
With PEGASUS, its program for kids and youngsters, Alte Oper Frankfurt intends to attract a young and even very young audience. It embraces interactive concerts, encounters with classical and contemporary works, workshops dedicated to a creative approach to music and much more – and for all age groups from 0 to 21.
