The young modern Moscow theatre focussing on russian plays in Broadway style. The task was to create a flexible identity due the wide and flexible repertoire. The idea was to develop a custom dynamic typeface which expresses certain emotions depends of target audience but stays recognizable no matter what.
Branding is based on typography and patterns with a dynamic logo and alternative typefaces allowing theatre to change the identity when it's needed. It has two levels of changes letter based and pattern based. Typeface is subdivided in two typologies the main is moderne style grotesk, the second tipologie based on the first one but with the Broadway style lights.