- Client
- Musical comedy
- Service
- Brand identity - Campaigns
- Year
- 2019
- Duration
- 4 months
The challenge
Context
For its 50th Anniversary, the musical that made history got a re-premiere in Argentina and started talking to a whole new generation all over again.
Process
Brand Challenge
Get closer to a younger crowd so they could see and hear live what kicked off that whole Hippie-movement revolution. And invite everyone who caught the original run to come relive the musical.
Solution
What we did
We created an identity that brings the psychedelic style so typical of the ‘70s up to date. Starting from a more vibrant color combo, we dragged that retro vibe into the present.
Our focus was to play with the logo using the silhouette of a woman with a full head of flower-hair, a nod to the Flower Power ideology. The typography, which is a core part of the whole thing, also melts into the image.
Gallery
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