The Teatro Real of Madrid is the most important opera house in the country. As every other opera house in the world, it is retargeting their image to a younger audience as the currently average age of the audience is more than 50 years.
At the time I was working in the communication department of the theatre I presented this project. A rebranding of the graphic system of the Teatro Real, trying to evoke younger shapes and more vital colours, redefining the logotype and the hole identity of the opera house.
As an extra, a campaign aiming to reposition the brand to a younger target called Midramaoperístico (Myoperisticdrama) was created, counterposing personal little dramas, as breaking with your couple, to real opera dramas from next season program in the Teatro Real.
The hole concept and campaign was focused on engaging the thatre with a younger target. The goal was to show the opera houses can transmit more modern and younger values.
