Den Nationale Scene – Embracing a new perspective

Den Nationale Scene (DNS) is one of Norway's three national theaters and one of the oldest of its kind. Their visual expressions had previously been characterized by illustrations and an endorsed brand architecture. To strengthen the brand position, we challenged them to gather all the performances under one brand.

Performances consist primarily of people; actors who breathe life into a story and take the audience out of the stage and on a journey.

To connect the magic that happens on stage to something marketable, we challenged DNS to shift the focus away from illustration and back to a world where storytelling is at its best; real photography shot with analog film.

We took the story off the stage and put the play in a real context. Recognizable and close, with a hint of surrealism or humor - depending on what suited the piece. This gave us the freedom to explore further layers of the play and create a separate universe for the performance. A modern theater.

We went "all in" to cultivate the art of photography in the most honest way possible. All photos were manually developed and scanned to ensure an authentic expression.

It is an exciting link between analog photography and theater. Theater is a unique experience between the audience and the actors; what happens on stage is captured in the moment - and can never be recreated.

In the same way, the images used are the immoralized moment between the photographer and actor.

Services:
Brand Strategy / Brand Architecture / Visual identity / Art direction / Graphic Design