ORIENTE
OCCIDENTE

We were contacted to redesign the Oriente Ovest brand. They had a historic brand, created in 1981 by the Italian designer "Duilio Martinis", to which they were very attached and which they did not want to overturn, but at the same time they knew they had some gaps in their overall branding. There was no coherent style that linked all their communication and there was also the need to create a brandbook that established guidelines that helped to have a unique vision of their graphic universe, as well as a clear message to communicate to the world all projects.

We were was asked to create a brand identity to reflect the vibrant vision of Oriente Occidente which represents their spirit and vision. The new identity has the scope and flexibility to be at ease with any type of performance art: it can be exuberant and creatively playful, or intelligent, serious and institutional when necessary. Geometric shapes from logo simplification are the unifying symbol across all platforms and brand expressions, from posters and show materials to animated digital ads and social media. The shapes can be reconfigured to perform within the layout and interact with the photography, or become a container of images. The identity can also serve as a surrounding framework for individual show graphics.