Abay Kazakh State Academic Opera and Ballet Theater: Branding

The Abay Opera House in Almaty, Kazakhstan, undid the stereotype of it being an outdated and conservative institution by rethinking its brand identity.

Campaign details

Entrant company: SEED, Kazakhstan

Why is this work relevant for Strategy & Effectiveness?

Rebranding the country's oldest theater is an effective way to attract younger audiences to the cultural life of the country.

By rethinking the visual style, we were able to defeat the stereotype that the Opera and Ballet Theater is an outdated and conservative place that is no different from hundreds of other similar theaters.

With our new identity, we were able to show the inner beauty of the theater to an audience that had never been inside because of stereotypes and a sense of...

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