Mess Things Up!

Our experience with Kampnagel design conception shows that things happen when decision-makers meet. So our team set up camp on a rehearsal stage and hosted a daily »performance«. We started by taking stock, conducted audience surveys and defined our own work assignment.

We developed a brand architecture that focuses on Kampnagel as a guest and festival performance venue, but offers variety for different target groups. Going along with Kampnagel’s artistic direction shift, we designed a new concept for communication and a media strategy. Designs were implemented and applied successfully to all of the theatre’s visual appearance and media.

Likewise, we developed a fresh marketing strategy that explores new channels of distribution, ranging from large-scale posters, and web ads to guerilla-marketing. Kampnagel’s Barmbek neighbourhood is a place of interest for the artistic direction’s vision. The 2012 re-design was foremostly thought to be a re-orienting towards original design styles. But while Kampnagel held back in 2007, the drill for 2012 was to clearly take a stand within the German cultural landscape.

The Corporate typeface was changed, images received more space and a perfect shade of neon yellow was blended together. Large amounts of prior year’s conceptional rank growth were cut down for fresh greens and yellows to sprout.