Description:

Opera promises an emotional transformation - a visual and auditory experience that awakens the senses. But younger audiences remained unconvinced.

To transform the perception of opera from a stuffy, traditional art form and attract new theatre-goers, we created a visual identity that conveyed intense emotional journeys. We wanted the audience to 'feel' the story through the design.

Our approach centred around capturing the joy, love, and rage—and translating these emotions into a powerful visual language. Using an emotional colour-coding system as well as dynamic gradients that reflected the ‘emotional transformation’ of each opera, we were able to do away with lengthy descriptions – fewer words, more intense feelings.

Not only did the work revitalise ticket sales and audience demographics, it also shows how classical arts can adapt to the modern age. A design system that can take a bow.