POSTER SERIES BRECHT FESTIVAL AUGSBURG 2010 by KW NEUN for Brecht Festival

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POSTER SERIES BRECHT FESTIVAL AUGSBURG 2010

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency KW NEUN
Creative Director Artur Gulbicki
Art Director Mara Weyel
Designer Markus Hasel, Anja Geier
Released December 2009

Credits & Description

Category: Posters
Advertiser: KULTURAMT DER STADT AUGSBURG, GERMANY
Product/Service: BRECHT FESTIVAL AUGSBURG 2010
Agency: KW NEUN
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: KW NEUN, GERMANY
Entry URL: http://www.brechtfestival.de
Creative Director: Artur Gulbicki (KW Neun Grafikagentur)
Art Director: Mara Weyel (KW Neun Grafikagentur)
Senior Art Director: Christoph Sauter (KW Neun Grafikagentur)
Designer: Markus Hasel (KW Neun Grafikagentur)
Designer: Anja Geier (KW Neun Grafikagentur)
Consulting: Tobias Sommer (KW Neun Grafikagentur)
Media placement: Poster "Bertolt Brecht" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10
Media placement: Poster "Logo" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10
Media placement: Poster "Anett Louisan" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10
Media placement: Poster "Ben Becker" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10
Media placement: Poster "Heino Frech" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10
Media placement: Poster "Typo" - Street Billboards In Augsburg - 15 December 09 - 10 Febuary 10

Describe the challenges and key objectives
Our concept is inspired by the fact that Brecht was a genius of communication. He practised and tested every variation and combination of various forms of expression: literature, theatre, film and music. As a true pioneer in reaching his audience in a 'multimedial' and 'multi-sensory' way. We experimented as well - with typography, colour, tonalities and a flexible concept of production. The visual appearance was designed to give the Brecht Festival Augsburg an expressive, unconventional and striking visual profile. The result is an intense visual profile which allows for great creative flexibility with only a few ingredients.

Describe the brief from the client
POSTER SERIES: BRECHT FESTIVAL AUGSBURG For two weeks the birthplace of Bertolt Brecht honoured its world-famous son with a completely re-conceptualised series of events. Its aim was to portray a side of the writer that had remained largely unknown. The festival wanted to free Brecht from his ideological niche. It focused on a universally creative artist who also wanted his works to be entertaining. This is what made him influential and popular all over the world. In 2010 the theme of the festival was 'Brecht and film'. The following quote was used as a caption: “Art needs film, film needs art.”

Describe how you arrived at the final design
With the gloomy season in mind (late January), we chose a striking signal colour as a basis. This neon colour is the background (festival motto and the stylised Brecht silhouette) in all media and forms the basis of the visual appearance. We combined this with a significant, diagonally ascending typography and picture elements standardised by screening and then overprinted in black. The logo invokes the logo of the Berliner Ensemble, Brecht’s main place of activity in Berlin. For the posters we developed a new concept of production to generate a high possibility of multiple use.

Give some indication of how successful the outcome was in the market
For the posters we developed a new concept of production to generate a high possibility of multiple use. Blank posters with a neon background were pre-printed in offset. Then seven different motives were digitally imprinted in smaller individual numbers. Round stickers in various sizes were added as eye-catchers and stuck on freely (for additional information about individual events). The blanks, imprints and stickers were processed by hand and so eventually became a seven-part series of posters. This process made each copy one of a kind. As a result a cost-efficient series of posters could be produced and its range of use could be consistently widened: billboard posters, a cube of posters on Rathausplatz (Augsburg townhall square) and branding of the venues with thematically appropriate posters.