Project

Luxor Theater Rotterdam

For Luxor Theater Rotterdam we took a fresh look at their identity, restyled the corporate and communication items and advised on a brand strategy for both consumer as well as business audiences.

Client

Luxor Theater Rotterdam

Luxor Theater consists of two large theaters in the middle of the city. Both theaters have their unique look and identity but basically serve a common goal; To entertain the people of Rotterdam and the rest of the Netherlands. After almost 15 years the identity originally created for the New Luxor Theater (by L5) was in need of a face-lift. We stayed true to the original ideas but made it a little less complicated (and useable for both theaters) and created a leading role for the letter X.

Our branding strategy divides the communication of both theaters into 4 steps. By designing communication items around each of the 4 steps the info in each step is clearer and more effective.