The project came about as a result of a collaboration between two faculties - The School of Design and the Academy of Dramatic Art in Zagreb - on the 10th anniversary of the Theatre Revue of the Academy of Dramatic Art (KRADU).
The resulting visual identity was strongly based on a wordplay with the word 'KRADU' which gave every element of it double meaning. 'KRADU' was the name of the festival, but at the same time had a meaning in Croatian - 'they steal'.
The resulting visual identity was strongly based on a wordplay with the word 'KRADU' which gave every element of it double meaning. 'KRADU' was the name of the festival, but at the same time had a meaning in Croatian - 'they steal'.
We treated this word as if it was a normal part of a sentence, rather than a festival name. We used it in captions that reminded of the newspaper headlines and these were printed on posters and other parts of the visual identity as this drew much attention in Croatian social context at the time.
For example, the posters contained the caption 'Već 10 godina KRADU' which would translate to 'They've been stealing for 10 years'. This seemed perfect because it had to speak to a wide range of people, and they could all relate to it and understand it. We designed these posters so that they were perforated and composed of tickets that said - 'steal the ticket', which gave them an interactive dimension. We were very pleased to see that people actually did interact with them as there were tickets missing from the posters around the city.
The visual identity design included the logo, posters, slogans, a brochure, adhesive tapes that were used as signage and merchandise which included backpacks, mini-posters and stickers.
The visual identity won the 3rd award at the international design festival D-Day as one of the best young designer's work in 2016.
The following photo was taken at D-Day by Tjaša Kalkan
Thanks for having a look!
