Teatro Municipal Joaquim Benite

Concept and Process

The Teatro Municipal Joaquim Benite, home to the Almada Theatre Company and responsible for the theatre's programming, underwent a comprehensive rebranding aimed at creating a more youthful, powerful, and inclusive visual identity. The goal was to design a system capable of engaging diverse audiences while strengthening the theatre's position as a cultural landmark.

The identity was conceived as modular and adaptable, capable of functioning across a wide range of formats - from newspaper ads, magazines, outdoor banners, billboards, and digital screens, to signage, program books, foyer displays, and shop windows. A bold color palette was paired with a contrasting, minimalist typeface, creating a graphic language that balances energy and clarity across all applications.

The concept for this identity draws on the idea of movement and rolling, inspired by the automatic scrolling of digital and mechanical displays. This sense of motion informed the modular design and how content is experienced across different media / formats, adding a dynamic rhythm to the theatre's visual presence.

The design emphasizes the interplay of color, scale, typography, and imagery, with photographs of each performance and company integrated seamlessly into the system. The combination of these elements creates a visual experience that is dynamic, adaptable, and full of energy, reflecting the theatre's ambition and the vibrancy of its programming.