The Yasno.branding agency team has redesigned the corporate identity and updated the design of the website of the famous Sergei Obraztsov Puppet Theatre.

The theatre tasked the agency with redesign of their website. But it was impossible to make the website be in step with the times without working out the brand’s strategy and positioning and renewing its corporate identity. Therefore, at the first stage, the brand team was engaged in thinking through and changing the identity in such a way that it could remain recognizable for different generations of theatre audience and, at the same time, would rely on popular trends in current design.

The agency's task included: competitive analysis of the market and the target audience, drawing up a portrait of spectators, positioning the theater and its development strategy. The redesign of the corporate identity consisted of changing the logo, choosing fonts and the color palette. The theatre’s full name was retained in the logo and the hand’s gesture was altered. The identity was thought out in such a way that it was possible to adapt it to any medium, such as business documentation (letterheads, folders, business cards and badges), printed media (theatre program, booklet and ticket), image media (poster, repertoire sheet, banner and street sign), as well as for souvenir products like T-shirts, jackets, ecobags and pens.

The corporate identity on the whole has become more readable, minimalistic and reflecting the traditions of the theatre. Based on the proposed identity style, the theatre’s brand book was developed to allow making all the theatre's communications integral.

After having updating the corporate identity, the agency was able to embark on the key task, development of the website design. It is worth mentioning to say that the theatre’s website is rather massive, as it is not just a landing page, but a multifunctional portal with 6 sections, each of which consists of 5 to 9 subsections.

The previous version of the website did not correspond to current ideas about web design and usability. Therefore, the agency's web designers proposed several concepts of the website's pages so that all the content would look complicated and exciting.

In the version chosen by the client, the team has kept the main visual attributes of the theatre in the section headers: photos of the famous clock, the facade of the building, the main auditorium, the puppets from the museum’s collection, and others.

Thanks to joint efforts of the theatre employees and the agency team, it was possible to give the website’s disparate content a comprehensible structure with the single style as far as visualization is concerned.

As the website primarily performs as selling booth, its design includes a service for online buying tickets in a couple of clicks. The service was thought out to the smallest detail: from the location of the buttons allowing the purchase of tickets and viewing of the upcoming performances to the new hall plans and recommendations for taking pictures of the images on the website. In the new concept, the website provides an opportunity to buy tickets not only for performances, but also to the Sergei Obraztsov memorial apartment and for excursions to the theatre’s museum, as well as to book group excursions for adults and children.

Along with the desktop versions of the web design for different resolutions, an adaptation for the mobile version was developed, preserving all the subsections, and most importantly, the buttons for online ticket purchasing.