(EN) Full Branding | Cía Evogía
Alejandra Sega
Cía Evogía: New Theater Agency
The newly established theater company, Cía Evogía, faced the challenge of securing a place in Spain's spring/summer theater circuits without having visual content, such as teasers or performance photographs. With the urgency to stand out among more established competitors, our strategy focused on clear differentiation through pure graphics, incorporating 3D-generated visuals that paid homage to classical roots while playing with modern and vibrant colors.
1. Challenge
Cía Evogía lacked an existing presence, visual content, and even a name. Without prior performances, they needed to make a significant impact to secure a place in the summer theater season of 2021 and establish themselves as emerging talents, especially in the province of Madrid, with the objective of participating in national circuits.
2. Objective
To perform in the summer season of 2021 and be recognized as new talents in the world of theater, especially in Madrid and the central peninsula, with the aspiration to participate in national circuits (also achieved within less than 1 year).
3. Branding and Dossier Strategy
Given the absence of visual content, we developed a comprehensive strategy for branding, dossier creation, and social media visuals. The design focused on creating a strong visual impact and memorability, especially when presenting their first work to selection committees alongside competitors with more established portfolios.
4. Implementation
Brand Identity
Primary Logo: We designed a distinctive logo that merges modern and classical elements, using contemporary grotesque typography to convey a sense of modernity and freshness, and incorporating ornamental typography to highlight the connection with the company's classical roots.
Secondary Logo: We created secondary versions of the logo, maintaining the minimal elements of the primary logo.
Iconography: We craft some icons to represent the various typologies of the works performed by Cía Evogía, we adhered to an ornate and classical style, weaving in elements that reflect the rich concept behind the brand. Each icon is a visual ode to the distinct theatrical genres, incorporating classical motifs while maintaining a cohesive ornamental aesthetic. This approach ensures that the icons not only convey the essence of each genre but also align seamlessly with Cía Evogía's classical roots and commitment to modern expression.
Classical Roots with Modern Color Palette: The color palette reflects freshness and contemporaneity, while clean lines and the ornamental use of typography contrast, generating an identity combination of Cía Evogía's classic/modern imprint.
3D-Generated Visual Elements: Three-dimensional visual elements were implemented to add an extra layer of innovation and capture visual attention, especially to generate elements referencing the classical culture characteristic of Cía Evogía, pushing the fusion between modernity and classicism to the extreme.
Brand Collaterals
Dossiers of Work
Given Cía Evogía's limited resources, I proposed a proprietary system that involves developing templates in Figma using optimized components and variables for my clients, facilitating the creation of work dossiers and optimizing efficiency and coherence in presenting their work.
High-Impact Visuals: Despite the lack of photographic content, the dossier visuals were designed respecting the visual identity and combining 3D-generated visuals, grotesque and ornamental typography to create a strong impact and arouse the interest of jurors.
Emphasis on Classical Roots: Preservation of classical roots was achieved by incorporating specific visual elements and using ornamental typography.
Modern and Vibrant Color Scheme: A modern and vibrant color palette was selected to convey a fresh and contemporary image.
Templates for Social Media
We developed reusable components in Figma, as with the dossiers, for creating content on social media. This allowed Cía Evogía to generate cohesive and agile posts for their digital platforms, maintaining a strong visual identity.
This strategy not only maximized the company's limited resources but also facilitated a simple and efficient process, thanks to the training workshops on the use of templates provided, allowing Cía Evogía to maintain a visually striking presence in both their dossiers and digital platforms.
The combination of visual elements, typography, and colors sought to highlight the duality between the rich theatrical tradition and the modern expression of Cía Evogía, thus establishing a unique and memorable brand identity.
5. Impact
Despite the lack of photographic content, Cía Evogía's dossier successfully captured the attention of jurors and selection entities. As a result:
Selected in all circuits where they submitted dossiers.
Interviewed on the Podcast of the National Library of Spain.
Teaser of their inaugural work promoted on Telemadrid.
Achieved these milestones in less than 6 months.
In a field dominated by established agencies, Cía Evogía's branding strategy and impactful dossier secured their place on the stage, marking them as a force to be reckoned with in the theatrical landscape.
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Posted Dec 12, 2023
We crafted the new theater agency Cía Evogía branding, blending ornament and classicism with vanguardism, standing out in national circuits in <6 months.
