British Council — Taking the Stage 2.0
Brand & Visual Identity
Taking the Stage 2.0 was shaped by a series of theatre residencies designed to join the forces of five progressive Ukrainian theatrical companies with the leading lights of a new generation of British stage directorial talent.
With a total audience of more than 20,000, 13 new productions staged in theatres across Ukraine and more than a dozen translations of plays by contemporary British playwrights.
The program provided Ukrainian directors with their first opportunity to produce the work of authors like Martin Mcdonough, Caryl Churchill, Sarah Kane, Mark Ravenhill, David Harrower, Duncan Macmillan and Nick Payne.
The visual identity crafted by Olena Nikulina and Mykyta Pluzhko enhanced the program by creating a cohesive and recognizable brand that resonated with both Ukrainian and British audiences.
In the 4 dots symbol of the British Council, there was found a spotlight that throws a beam. By putting motion to a deliberately banal image associated with the theatre — the beam of a spotlight — it was turned into the main hero of an identity.
The hero itself is minimalistic and has an individual character. The beam has a certain principle of interaction with live video and photo materials.
There are different motion behaviours at 4 stages of the program, helping to scale it for various communication entities. These consistent visual elements unify the diverse productions under a single, memorable aesthetic.
Credits
- Olena Nikulina, Mykyta Pluzhko — Design, art direction, motion
- Julia Romanova — Head of marketing
- Hanna Bubnova — Curator of cultural projects
- Andriy Palatny — Curator from Gogolfest
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