Crafft develops new brand experience for Theater Casino Zug
With the reopening of the Theater Casino Zug in the fall of 2017, the cultural center will also take on a new visual and communicative identity. Crafft is responsible for developing the new brand experience.
Versatility in the program, unity in the appearance: With the comprehensive renovation of the premises of Theater Casino Zug, the communication of the culture house will also receive a makeover. Crafft was tasked with giving the umbrella brand an even more uniform, overarching face, which will be presented for the first time in mid-June 2017.
Up to now, individual events of the different sections characterized the appearance of the cultural organizer. The associated gastronomy was also less interlinked in its communication with the rest of the Theater Casino. This will now change: Whether music, dance, theater, comedy or gastronomy, the signature of the Theater Casino Zug umbrella brand will be more strongly expressed in the future. Crafft is designing a new brand experience concept for this, which will be visible in the new season program, on posters, the website newly designed by Crafft or in any kind of event advertising.
As a multidisciplinary communications agency, Crafft not only brings the necessary expertise in branding, communications, and print and web design to this transformation, but its strategic approach also makes it a competent partner for the long-term development of the brand.
Responsible at Theater Casino Zug: Samuel Steinemann (Intendant), Claudia Vieli (Advertising and PR). Responsible at Crafft Communication: Michael Rütti (overall responsibility), Kristina Morf (project management), Sybille Kanalz (art direction), Gesine Dittrich (interaction design).
