Every year, the Zürcher Theater Spektakel transforms the scenic Landiwiese on the shores of Lake Zurich into a vibrant hub of contemporary performing arts. With over 100,000 visitors annually, it stands as one of Europe’s most significant festivals. This year, the festival’s visual identity was crafted by Studio Marcus Kraft in collaboration with the dynamic illustrator Bráulio Amado, creating a striking and memorable campaign.

The creative genius behind the campaign, Marcus Kraft, has been at the helm of the festival’s visual communication for seven consecutive years. This year’s design features expressive, photocopied collages of images from international productions, brought to life with a bold blue palette. These visuals echo the raw, hurried charm of old-school photocopied flyers, adding a touch of nostalgia and immediacy to the campaign.

Theater festival campaign by Studio Marcus Kraft in cooperation with illustrator Bráulio Amado
Theater festival campaign by Studio Marcus Kraft in cooperation with illustrator Bráulio Amado

Artistic director Matthias von Hartz emphasizes the festival’s role as a melting pot of international art. “The Zürcher Theater Spektakel is a venue for great international art from all over the world. This includes stars and newcomers, brilliant entertainers, and artists who use their platform to tell powerful stories and make political statements. Our campaign also reflects this diversity,” he explains.

Marcus Kraft speaks highly of his collaboration with Bráulio Amado, noting, “I have been following Bráulio’s work for a long time. In my opinion, he is currently one of the most exciting and versatile illustrators in the world. His clients include the New York Times and Hermès. I am delighted that this collaboration for the Zürcher Theater Spektakel has come about.”

The campaign spans various print and digital media, ensuring maximum reach and engagement. From posters and program newspapers to digital screens, web banners, and even trams, the festival’s presence is felt throughout Zurich. The visuals create a cohesive yet dynamic identity, resonating with both the festival’s legacy and its innovative spirit.

This year’s festival, running from August 15 to September 1, promises an exciting lineup. Highlights include Marta Górnicka’s “Mothers. A Song for Wartime” from Warsaw, Alice Ripoll & Companhia Suave’s “Zona Franca” from Rio de Janeiro, Lola Arias’ “Los días afuera” from Buenos Aires and Berlin, and The Nest Collective’s installation “Return to Sender” on the Landiwiese from Nairobi.

Zürcher Theater Spektakel: A Brief Overview

Founded in 1980, the Zürcher Theater Spektakel has evolved into a cultural cornerstone, renowned for its high-quality programming and unique atmosphere. The festival attracts a diverse audience, fostering an environment where both established and emerging artists can shine. Its success over the past 45 years is a testament to its commitment to artistic excellence and innovation.

About Studio Marcus Kraft

Based in Zurich, Studio Marcus Kraft is celebrated for its bespoke design concepts and exceptional typographic quality. The studio’s multidisciplinary approach brings together photographers, architects, and artists to create compelling projects for national and international clients. Their work has garnered international acclaim, with numerous exhibitions and publications to their name.

Meet Bráulio Amado

Bráulio Amado, a Portuguese graphic designer and illustrator based in New York City, is known for his vibrant and boundary-pushing designs. His diverse portfolio includes collaborations with The New York Times, Hermès, Frank Ocean, and many more. His unique style and creative versatility make him a standout figure in the world of graphic design.

For more information about the festival and its exciting lineup, visit theaterspektakel.ch. To explore more of Marcus Kraft’s work, head to marcuskraft.com. Discover Bráulio Amado’s vibrant portfolio at badbadbadbad.com.

The Zürcher Theater Spektakel not only celebrates the performing arts but also the power of visual storytelling, making this year’s campaign a true reflection of the festival’s spirit.

You can find other inspiring Graphic Design, Branding, and Illustration projects from around the globe on WE AND THE COLOR.


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