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An important insight was the fact that music theatre is about motion. Logical you would say, but until then all communication materials used a static image. To efficiently produce those images, they were created in a few days for the entire season. Twenty images in total. With the added advantage that all the material would be available at the start of the season.
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The result of the house style operation was a new visual identity with a logo that acts as a neutral frame leaving room for the beautiful performances of the institute. A moving image concept for ballet and opera that allows for differentiation, but is also unique and recognisable. And a marketing communication strategy based on sales, but above all on enriching the visitor’s experience. And the most important result in a merger: a visual identity that was supported by all employees of the new Dutch National Opera & Ballet organisation.
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