*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Teatar Exit is one of the leading independent Croatian theatres founded 11 years ago. This theater, unlike the competition, always stages plays that delve into the human psyche, and does that in an allegorical and satirical way, but in the end shocks the spectators with the truthful representation pertaining to all of us. However, its image is not clearly defined.
At the time, other Zagreb theatres had stronger promotional activities, which negatively influenced Teatar Exit’s awareness in the minds of theatergoers. Teatar Exit was also threatened because other theatres were becoming more alternative minded .
We analyzed the competition and conducted extensive research on behavior and preferences of theatre visitors. The research set solid grounds for brand strategy. Target groups were defined in detail with the emphasis on new and younger audiences.
According to the brand strategy, we have created a new logo and corporate identity that in a smart way communicated the meaning of the name, the theatre’s alternative and escapist meaning. The escapist part narrates that you escape into another world, the world that will let you relax, entertain you and make you think.
Senior Brand Consultant: Anja Bauer Minkara
Art Director: Siniša Sudar, Igor Manasteriotti
Designer: Siniša Sudar, Igor Manasteriotti, Mia Marić
Brand Implementor: Helena Rosandić, Jelena Mezga
Photographer: Domagoj Kunić