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Case Study 03. El Apeadero
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Background El Apeadero is a Spanish Performance Arts Hall that needed a makeover. It runs on little funs but needed an effective, cost effective way to approach the surrounding neighborhood and the city.
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Logo The type for the logo is relativly basic, but works perfectly for the cause. The logo is very much focussed on this interchangabilty with colour and image. The idea is that the colour and image can continuily change, whilst the logo stays the same, creating a sort of ‘window’ for movement and progression which I like.
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Application The campaign is simple and is based whole heartedly around the logo and image, colour concept... “The corporate image comes from the idea of the suitcase as a common element between the ‘halts’ (the English Word for apeadero) and the performing arts. Also, we wanted to suggest the concept that suitcases are empty spaces in which everything, or almost everything, fits. So, we had a suggestive and functional image. The image mutates, as the theatre programme itself every month.”
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The campaign is small, but tidy. It is applied across a range of deliverables including a calender, guidebook and other bits and bobs. The logo, with the suitcase handle sits at the heart of it all.
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“Another part of this project responds to the need for El Apeadero to approach the neighborhood and the city. We decided to campaign on the streets to find the new face of El Apeadero. The result is materialized in a contest on facebook and putting up posters around the city.� A clever idea to get the community involved with the company.