Teatro Regina Vogue Rebranding

The context and the personal touch

More than a design project, this work holds a very special meaning in my journey. It was at Teatro Regina Vogue that I started my professional career (as a Graphic Designer in 2018). Years later, I had the honor of being solely responsible for recreating the theater's visual identity, helping shape the new story the brand was proposing to the market.

The business challenge

The theater was coming out of a naming-rights phase with the payments giant EBANX. With the end of the contract, there was an urgent need to reclaim the theater's independent identity. The challenge was to create a strong brand that would mark this new phase, modernizing the visual communication without losing the essence, tradition and emotional connection the audience already had with the venue.

The process (Discovery & Strategy)

• Immersion and stakeholder alignment: I led in-depth conversations with the theater's management to understand their vision for the new post-naming-rights phase.
• Perception research: I analyzed how the theater's loyal audience perceived the physical and digital space, ensuring the new brand spoke directly to the audience's expectations.
• Systematization: with communication scalability in mind, I created not just a logo but a visual system that could easily be extended to the web, social media, physical signage and printed materials.

The solution and implementation

I developed a modern brand that represented the culture, the art and the new independence of Teatro Regina Vogue. The delivery included the entire new visual guideline, typography, color palette and the application guide for the theater's new digital channels.

The impact

A smooth brand transition, very well received by the public and the cultural media. The theater reaffirmed its position as one of Curitiba's leading stages, with a renewed, consistent visual communication ready for the new decade, closing a perfect cycle in my own professional journey.