Teatr Nowe Formy
When identity takes the stage. Visual art directing for Teatr Nowe Formy.
Where It started
The theater had powerful, ambitious shows, but zero visual cohesion. Each premiere looked like it came from a different world. They needed one system that could survive the artistic chaos without killing the individuality of each production.
What I wanted to build
I treated the visuals not as promotion, but as an extension of the performance. If each show carried its own emotional temperature, the entire brand system had to be flexible enough to hold those shifts without losing its core identity. The idea was simple: build a visual language that behaves like the theater itself - expressive, human, and unmistakably theirs.
What I learned along the way
People don’t connect with posters or branding rules. They connect with emotion. When a visual feels honest, people feel invited. When it feels generic, they walk past it. That became the anchor: strip away the decoration, highlight the feeling. Let photography, typography, and composition act like quiet storytellers, not marketing tools.
What the work changed
I built a visual system that could stretch from raw minimalism to surreal intensity without breaking. Each production got its own emotional “tone,” and everything - posters, programs, social media, season identity - followed that tone with the same set of underlying rules. The result was a brand language that finally worked with the theater’s nature instead of fighting it.
