Abay theatre. New identity

Agency team: General Director: Dmitry Volkov Creative director: Nail Muratov  Art director, composer and head of the project: Renat Poposhev New business director and engine of the project: Artur Karabadzhak Designer and sparkle of the project: Oksana Harechko Motion designer and video shaman: Vyacheslav Ligay Designer: Yerkebulan Kaliev Designer: Adel Makhat Copywriters: Nikolay Shkoda, Dmitry Larionov, Roman Shakhbalaev Special thanks to Dmitry Rastrovtsev for the inspiration and help at the beginning of this long journey.

The main and oldest opera and ballet theatre in Kazakhstan lived without its own identity for almost 90 years. For decades, its visual style was sporadic and did nothing to help it stand out among other theatres. Most of the theater logos are similar to each other since they use building façades in the brand style. We decided to do different and better: instead of depicting the external façade, we choose to display the interiors of the theater and turned them into hand-made lettering. And as the main sign, we took the contour of the building and amalgamated it with a Kazakh ethnic pattern.