Nederlands Theater Festival
Nominated for European Design Awards 2019
Category Poster Series
Nederlands Theater Festival yearly brings together the best of Dutch and Flemish theatre, and hands out awards for the best actors and performances of the year. Apart from presenting a top-quality event program, the festival also wants to take the lead in the debate on the role of theatre in our society.
For the communication campaign of NTF’s latest edition, What The studio created a photographic series depicting how the theatre plays immerse the audience into different – often existential – themes during the festival. The campaign images show people literally entering those themes through theatre curtains.
Alongside the campaign, What The studio designed a new visual identity for The Nederlands Theater Festival. The new flexible visual system consists of a broad set of ‘frameworks’ that represent the many different plays and discourses presented at the festival. It also helps to introduce the contents of the program.
Both the campaign and new visual identity were widely implemented across the city of Amsterdam with flags, posters, printed magazines, coasters, newspaper ads, theatre venue dressing, as well as in online media (such as the renewed website), social media, and digital ads.
Photography: Arjan Benning & Polina Gladkova