OPERA FORWARD FESTIVAL 2020: CAMPAIGN
The brief was to create a typographic campaign that would be bold and recognisable with, and without the use of photography. In the past OFF used to have a designated campaign image for each edition, plus a set of different colours. I chose to minimalise it to just one colour. Now, without a campaign image the challenge was to create a system that could 'handle' photos of different qualities (each opera submitted its own campaign image). I came up with a pattern that would unify it all together.
The programme booklet communicated the programme and side info to the festival. It was printed on newspaper (rotary printing) so that last adjustments to the programme could be made a day before the festival. The booklet was unbound; inner poster spreads (printed in neon Pantone colours) could be taken out.
Odeon Magazine (Opera and Ballet's own magazine) got the festive look & feel of the OFF festival.
Art direction & design: Hamid Sallali
Client: Dutch National Opera & Ballet
Project: Opera Forward Festival, festival campaign and festival assets
Print: Rotation newspaper, b/w (programme) + Pantone Offset (posters)
Year: 2020
Unfortunately the festival was canceled on March 16, 2020 due to the very start of the pandemic; literally on the day the festival would start. All festival assets were printed, distributed and hanging in the city at the time. The original logo and identity was made by Lesley Moore in 2016. Studio Sallali designed a complete new campaign based on this identity.
