ESPACE GO by Cossette Montreal for ESPACE GO THEATRE

ESPACE GO

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Canada
Agency Cossette Montreal
Creative Director Barbara Jacques
Art Director Olivier Caron
Photographer Carl Lessard
Released August 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: ESPACE GO THEATRE
Product/Service: THEATRE
Agency: COSSETTE
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: COSSETTE, Montréal, CANADA
Creative Director: Barbara Jacques (Cossette)
Art Director: Olivier Caron (Cossette)
Designers: Olivier Caron, Caroline Gilbert (Cossette)
Production Artist: Daniel Cartier, Nathalie Boucher (Cossette)
Photographer: Carl Lessard (Carl Lessard)
Retouching: Daniel Cartier (Daniel Cartier)
Printer: Transcontinental, Litho Acme (Transcontinental, Litho Acme)
Media placement: Season posters - City signage/metro/guerilla - End of august 2009
Media placement: Season brochure - Around city/in theatre - End of august 2009

Describe the challenges and key objectives
The new design had to be surprising, capitalising on 'GO' (a very short word) and showing the theatre’s real nature: a women’s avant-garde organisation. In the Montréal theatre community, everyone knows of GO. So, how do we redesign a classic, something that almost doesn’t even need a logo to be recognised? An avant-garde theatre like this one reinvents itself every year; at every show in fact, since the room changes its configuration for every production. So how do we show this?

Describe the brief from the client
Espace GO is a feminist avant-garde theatre and the only one in Montréal with a variable geometry room. To celebrate its 30th anniversary, the theatre management wanted to rejuvenate its image.

Describe how you arrived at the final design
To rejuvenate its image, we changed the two round letters (GO) into square-shaped letters, to better demonstrate the stage/backstage reality and the ability to reinvent the boundaries of theatre. Colours give a third dimension to the work. In 2009-2010, the posters reveal the richness of the new identity, giving all the attention to the actress’ roles, while leveraging the many dimensions of the new identity. Colours, shapes and typography boldly anchor the new identity in the Montréal theatre scene.

Give some indication of how successful the outcome was in the market
In 2009–2010, Espace GO’s overall attendance grew by 20% and its sales increased in an impressive way: +18% for its theatre subscriptions.