TMG Theatre
brand identity, data visualisation
A branding project based on data visualisation to communicate the identity of the TMG Theatre while providing information on the shows.
Annual programme, poster side
context
The 'Théâtre du Marché aux Grains' assembles a theatre and a dance company offering in-house production along with art residencies and events of many kinds. Across their work, the TMG teams focus on the question of their relationship to the territory. How to work with and within a territory? How to take into account its specificities and be part of it?
Annual programme, folded leaflet
challenge
My task was to help the TMG team translate their work into a visual identity and a brand. To do so, I spent four months with the theatre team, taking part in their daily life and activities. This time inside the house allowed me to learn about their needs and constraints, to understand their history and values; and to come out with a tailor-made branding enabling them to connect with their audience.
Annual programme, inside
SOLUTION
I based the visual identity system on an analogy with the territory. A moving territory, sensitive to the events, adapting and transforming itself accordingly. I developed a data visualisation system meant to describe shows. It gives information about various aspects of a show and helps the spectator to get further into his experience.
I based the visual identity system on an analogy with the territory. A moving territory, sensitive to the events, adapting and transforming itself accordingly. I developed a data visualisation system meant to describe shows. It gives information about various aspects of a show and helps the spectator to get further into his experience.
The system contains three layers corresponding to the spectator experience: seeing, listening, and understanding. The outline of each layer tells us what aspects are predominant.
The whole idea is that an artwork is more than what we can see on the stage. This system has two goals. It gives to the spectators a general idea about the kind of show he is going to see, and it invites him to go deeper into his understanding of the show.
Various show's leaflets
Transmission show's leaflet, poster side
Transmission show's leaflet, the inside gives information about the main concepts and ideas of the show.
Rewarding the audience
The more a visual system is simple, the more it can be applied to various purposes. Here, I applied it to a business card size. Each card displays the main information about the show. This small-format with its card game aspect invites the audience to appropriate the object. As a series, the cards also act as collectibles.
