Südalinna Theatre brand strategy
Input
Advertising campaign / Visual identity / Brand strategy
Client
Südalinna Teater
Advertising campaign / Visual identity / Brand strategy
Client
Südalinna Teater
Südalinna Teater is among Estonia’s top five most-visited theaters, dedicated to presenting plays for audiences of all nationalities. Recently known as "Vene Theater" it had a reputation for being popular only to the Russian-speaking minority. Despite this image, Südalinna Teater aimed to rebrand itself as a modern, inclusive space for everyone. The challenge was that its brand was not resonating with younger theatergoers or Estonian speakers.
The team filmed promotional videos almost every week. However, the content remained at the same “quick phone video” level. While uploads were consistent, they lacked a clear strategic direction and artistic cohesion.
The team filmed promotional videos almost every week. However, the content remained at the same “quick phone video” level. While uploads were consistent, they lacked a clear strategic direction and artistic cohesion.
The brand needed an update to:
Create a connection with the target audience
Particularly younger customers and Estonian-native speakers
Highlight the company’s commitment
To being a space for everyone, regardless of language
Establish a distinctive modern identity
To attract newcomers and increase ticket sales
Create a connection with the target audience
Particularly younger customers and Estonian-native speakers
Highlight the company’s commitment
To being a space for everyone, regardless of language
Establish a distinctive modern identity
To attract newcomers and increase ticket sales
Together with Südalinna's team, we mapped out the company's market position, target audiences, and needs. We created ideal customer and employee personas and defined a brand archetype to level up emotional resonance with their audience. The brand's tone of voice was adjusted to align with the update narrative and meet customers expectations. The brand strategy provided clarity on:
● Who they are
● The key areas of focus
● Primary target audiences
● Who they are
● The key areas of focus
● Primary target audiences
Content for Web Page
We focused on creating visuals that would hint at the themes of upcoming play and filmed video trailers for the website that aligned with play’s tone.
We focused on creating visuals that would hint at the themes of upcoming play and filmed video trailers for the website that aligned with play’s tone.
Content for Social Media Posts
To reach a younger audience, we created a VHS-style aftermovie that conveys a carefree and friendly atmosphere. We used the song “Freaks” by Surf Curse, a 2021 hit that resonates with many young people and evokes a sense of nostalgia.
For the older audience, we created a series of documentary-style reels that took viewers behind the scenes of play production, revealing how actors rehearse, composers record instruments, and the stage comes together in the blink of an eye.
Additionally, we organized photoshoots for newspapers and digital screens. The images, showcasing the costumes and characters, were displayed on the evening of the premiere to attract more people to the show.
To reach a younger audience, we created a VHS-style aftermovie that conveys a carefree and friendly atmosphere. We used the song “Freaks” by Surf Curse, a 2021 hit that resonates with many young people and evokes a sense of nostalgia.
For the older audience, we created a series of documentary-style reels that took viewers behind the scenes of play production, revealing how actors rehearse, composers record instruments, and the stage comes together in the blink of an eye.
Additionally, we organized photoshoots for newspapers and digital screens. The images, showcasing the costumes and characters, were displayed on the evening of the premiere to attract more people to the show.