Thalia Theater – Motion Branding for the New Brand Identity

With Sonja Anders, a woman takes over as artistic director for the first time in the theatre’s 182-year history. This new chapter is accompanied by a new visual identity, developed by Bureau Johannes Erler. At its center is a distinctive star — open, lively and versatile.

Our task at MOIN MOTION was to translate this new identity into motion. The starting point was a set of five individual logo animations, each giving the new visual identity a different mood and facet.

Building on this, we supported the opening campaign and animated numerous motifs throughout the season to promote individual productions.

The communication for the productions is consistently reduced to typography. Through motion, it gains an additional layer: rhythm, timing and typographic transformations pick up the mood of each production — sometimes dramatic, sometimes humorous, sometimes ecstatic.

This turns typography itself into the narrator, making the atmosphere of the productions tangible even before the curtain rises.