In 2011, Teatro Nacional São João (TNSJ) required a new visual identity. This included a redesign of communication materials such as the tri-annual publications that accompany TNSJ shows, an annual photography book and posters, postcards and e-flyers for each play or event at the venue.

Intent on captivating and cultivating new audiences, the TNSJ opened its doors to the community in an effort to communicate about its distinctive shows and infuse the theater with a spirit of renewal and contemporaneity. One of their main objectives was to raise the critical standards of the theater’s audiences. Therefore, their graphic design had to reflect that intention.

This case study covers four interrelated components of the visual identity and communications: covers for theater programs for the 2011–12 season (theme: “Projections”), a photography book that is published annually, posters and alphabets for the theater, and covers for theater programs for the 2012–13 season (theme: “Objects”).

Read the full case study with juror comments here: [http://www.aiga.org/case-study-TNSJ-visual-identity-and-communications/]

Beautiful work! I loved seeing a bit of the process and I think that you can really tell that both the theater and the designers are excited about this work. The resulting images are captivating, and I love how consistency has been kept across all materials without them ever being boring. The light projection pieces are just beautiful, especially when you see them from the side as the type flows over the surface. The graphics are moody, modern and engaging; they would definitely grab me from the street to investigate. —Jessica Hische