San Ginés
Edith Muñoz Pemjean
The challenge
Although this project was not used by the theatre, it was a challenge. Taking a conservative image and giving it a fresher look was the main objective.
Mockup
Problem & Solution
The main problem was the original image of San Ginés, despite being a theatre that delivers young, family-friendly content, it had a rather conservative brand image that bordered on the boring.
Concept Findings:
• The theatre is in the middle of a heritage neighbourhood, hidden among classic houses is a contemporary building that brings modernity to the space in which it resides. Its architecture aims to be a place of refuge, but in contact with what exists outside through its entrance that seeks to erase the limits with the exterior. This is how a cultural box is constructed that contains the silence of the theatre and connects with the vibrant sound of the city.
There are two main concepts that together give an idea of what San Ginés conveys: Plural and hidden
Concepts in graphic symbols
Photographs unifying duality
Geometric figures that form a magnifying glass to observe the unseen
Typographies that are contemporary, more youthful
Figure and background to give forms of the occult that connects with the exterior
Mockup
Manifesto
"Hidden in the midst of heritage houses stands a contemporary building that seeks to provide you with a unique experience. Connecting with the silence of the theatre and the vibrant sounds of the city, it creates a cultural space that invites you to experience the emotions that the arts can bring.
With the warmth of the sunset and the mysticism of the night, San Ginés theatre imbues you with the creative pluralism that emanates from its hidden halls, finding unique experiences in a stimulating and lively place"
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Posted Sep 20, 2022
Logo and branding redesign commissioned to Sanginés theatre, Santiago de Chile.
