Score
The analogue identity Studio Marcus Kraft built for Zürcher Theater Spektakel
The Zürcher Theater Spektakel's latest visual identity, crafted by Studio Marcus Kraft, emphasizes authenticity through analogue photography, setting it apart from conventional cultural communication. This approach highlights the importance of texture and imperfection in brand strategy, particularly in a digital age dominated by AI-generated content, suggesting that brands can differentiate themselves by embracing unique, tactile experiences.
Mindsparkle: Behind the scenes Studio Marcus Kraft DATE July 06, 2026 EDITOR Mindsparkle Mag The analogue identity Studio Marcus Kraft built for Zürcher Theater Spektakel Studio Marcus Kraft has once again created the visual identity for the Zürcher Theater Spektakel — this year in collaboration with French photographer Maxime Ballesteros and actress and choreographer Vimala Pons.
Shot on analogue film in an industrial setting, the images depict bodies caught between vulnerability and resistance, moments suspended between stillness and movement.At the heart of the work are physical translations of inner states — figures leaning, bracing, carrying or losing their balance. Inspired by Nathalie Sarraute's literary concept of 'tropisms', the juxtaposition of fragile bodies with industrial surroundings — metal, concrete, vehicles — makes the invisible tangible.
Vimala Pons' performance piece Honda Romance, which will also be staged at the festival, forms a thematic link between the campaign and the programme.The photographs are complemented by short video sequences in which the protagonists are shown in almost motionless states. Minimal shifts — a tremor, a breath of air — undermine the apparent rigidity. The sound, by Rebeka Warrior, comes directly from Honda Romance, creating a further thematic bridge between the festival programme and the campaign.The campaign is part of a series through which the Zürcher Theater Spektakel deliberately sets itself apart from conventional cultural communication.
“In an age of AI-generated arbitrariness, this year we are focusing on the texture and imperfections of analogue film. Maxime Ballesteros’ photography captures an authenticity that cannot be simulated,” says Art Director and Designer Marcus Kraft. The 47th edition of the festival runs from 13–30 August at the Landiwiese and other venues across Zurich. Studio Marcus Kraft has been responsible for the festival’s visual communication since 2018. Unlock all insights with Plus Unlock everything with Mindsparkle Mag Plus.
Get exclusive access to Premium features: Behind the Scene Project Insights Early Concepts Working files Font & Color Details Key Learnings Submission form Bookmark & Collect Community access Support the Mag Mindsparkle Plus Yearly Insights €5/ month Save -25% billed yearly Mindsparkle Plus Quarterly Insights €7/ month billed quarterly Sign up to Plus
The article discusses a significant rebranding effort that emphasizes a unique approach to visual identity, which is particularly relevant in today's digital landscape, making it impactful and novel for brand strategy professionals.