CASE STUDY / BRAND SYSTEM
IMPROV THEATRE
SCENA U TRENU
Brand Identity & Creative Direction
An evolving visual system for an improvisational comedy theatre - from identity and social campaigns to the improv festival website, tickets, merchandise, outdoor and print production.
01 / OVERVIEW
Building a brand that can improvise
The identity needed to be memorable, but flexible enough to change with every performance, theme and audience.
Scena u Trenu is an improvisational comedy theatre. I created the original logo and broader visual language, then evolved the system across live shows, social media, special events, print, outdoor, tickets, improv festival programming, merchandise, a dedicated improv festival website and video content.
My role
- Brand identity and logo design
- Art direction and graphic design
- Social campaigns and event promotion
- Print design, preflight and production coordination
- Photo retouching and compositing
- Improv festival website design and build
02 / IDENTITY SYSTEM
A recognizable core, flexible by design
The master logo feels theatrical, energetic and comedic, while the variants shift tone without losing the brand.
One recognizable structure supports one-color printing, seasonal moments, children's programming and campaign-specific treatments.
03 / SOCIAL CAMPAIGNS
Consistency without repetition
Every show can have its own visual mood while recurring cues keep the theatre recognizable.
The library feels varied rather than templated - and still unmistakably Scena u Trenu.
04 / SOCIAL STICKERS
The theatre's voice in conversation
I designed character-led stickers combining cast portraits, short lines and familiar brand elements for everyday conversations.
The designs suit many messaging apps, including Viber and WhatsApp. The promotional artwork brings the collection together in one visual system.
05 / SPECIAL EVENTS
The identity shifts with the occasion
The same brand adapts to humanitarian events, milestone performances and special venue needs.
06 / OUTDOOR PRODUCTION
From concept to the street
The billboard campaign connected art direction, shoot organization, image finishing, production files and vendor coordination.
My contribution
- Organized the photo shoot
- Retouched and composited the final image
- Designed the billboard artwork
- Prepared large-format print files
- Coordinated the print supplier and production
A complete chain from concept to a finished piece in public space.
07 / TICKETS AND PRINT
A brand people take home
Beyond tickets, I designed and laid out the complete almanac marking the 100th performance - with a recap, the theatre's history and interesting facts.
08 / SUT FEST
Extending the theatre into an improv festival brand
A promotional system for the improv festival across social media and physical touchpoints.
09 / IMPROV FESTIVAL WEBSITE
A digital home for the improv festival
I designed and built scenautrenu.com as a hub for program, tickets, merchandise and organizer information.
10 / IMPROV FESTIVAL MERCHANDISE
The identity becomes a physical experience
I designed all graphics featured on the products shown here, across promotional and attendee materials.
11 / IMPROV FESTIVAL SYSTEM
A campaign that works across formats
I designed all graphics shown on the merchandise and access materials here, as part of one coherent improv festival system.
The improv festival's visual language appears on merchandise, access materials and digital announcements - creating one coherent audience experience before and during the event.
12 / FROM CONCEPT TO PUBLISH
A visual identity built to keep moving.
Scena u Trenu grew from a logo into a flexible system spanning campaigns, special events, tickets, an improv festival website, merchandise, outdoor and production. The common thread is a recognizable comedic voice that can change format without losing character.
- 01Identity
- 02Campaign
- 03Adapt
- 04Produce
- 05Publish
Davorin DinicVisual Designer / Art Director / Creative Producer