BLE BLVD

Project

Seinäjoki City Theatre’s 60th anniversary

The Maker of Emotions

• Concept
• Visual identity refresh
• Copywriting and refining the brand message
• Video script and production
• Motion graphics

Concept and visual identity refresh for Seinäjoki City Theatre’s 60th anniversary. The identity and copy were introduced at the beginning of the year 2023 with a video ad, updated graphics and new set of slogans. The theatres minimalistic red and white visual identity has become so recognisable and unique in the Finnish theatre field, that the anniversary update was made respecting the original identity guidelines, celebrating the original tragedy–comedy symbolism derived from the logo.

Client

Seinäjoki City Theatre
2022–2023

Video Sound

Riku Metsä-Ketelä

Voice Actor

Mari Pöytälaakso

 

Concept

Why should the audience care that the theatre is turning 60?
What does the audience gain from the theatre?

The anniversary theme video shifts the focus to the viewer and the emotional response that arises in the person experiencing the performance. It incorporates brief flashes of trailers from past years, but most of the narrative works through metaphorical imagery. The aim was not to create a compilation of trailers, but to evoke impressions and imagination in the viewer.

The wide range of powerful emotions experienced in the theatre is what made the message compelling and meaningful for the audience.

This is where emotions are made

This is where smiles ripple

This is where tears shimmer

This is where doors are opened
— to new adventures

This is where the curtain parts
— to other worlds

This is where a moment is lived
— through different eyes

Seinäjoki City Theatre
Maker of Emotions
60 years

 

 

 

 

Visual Identity

The anniversary visual identity refined the theatre’s established illustration style, built around the contrast between comedy and tragedy, and reinforced the copy through a strong and recognisable visual language.

The theme Maker of Emotions ran throughout the anniversary year as a slogan, a logo, and as graphic elements derived from the theatre’s S-symbol.

The 60th anniversary logo itself is already conceived as an evolution of the S-symbol, forming both the number 60 and a Venetian mask.