Brutal Baroque, Rocking Opera

Nederlandse Reisopera is a Dutch renowned opera company that brings opera to new audiences. Dance, music, and collaborations with studios like Studio Drift for their decors, if it can enhance their experience, they’ll make it work. While their shows sell out, the brand awareness of Nederlandse Reisopera is low. People come for the classical masterpieces, not necessarily for an Nederlandse Reisopera-production. Historically, opera used to be an art form for the people. Recently, opera has wrongfully been perceived as a high-brow art form. With a new identity Nederlandse Reisopera wants to turn this around and embrace how opera is a grotesque rendition of society in every asset. When you are always a guest performer, you need distinctive brand assets to tell your story for you. We found the answer in a stylized, yet dramatic visual language based on the baroque age: the era in which opera originated. We’ve taken decorative rosettes, moldings, art pieces, fashion and defined their digital counterpart. Bright colors, named after dramatic emotions like terror, admiration, ecstasy, in combination with the ‘Trash’ typeface flirt with camp aesthetics. Yet, its refinement is found in the details, from UI components to motion-based curtain movements. The visual language is always in motion. Every season, we collaborate with visual artists to grasp the zeitgeist. This season, Christian Endeman took on the challenge and created 3D imagery telling the story of their productions. Every asset is designed to immerse the visitor, just as opera does in the theater. The identity is bold enough to rock baroque, yet flexible enough to be on the move. From cinema ads to Instagram stories and everything in between: the shows of Nederlandse Reisopera start way before you enter a theater.