September 2010
Intermediate to advanced
192 pages
5h 8m
English
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CASE STUDYTeatro Nacional Sucre
Sweet Dreams are Made of This
DESIGN: LATIN BRAND QUITO, ECUADOR
SANDRO AND SILVIO GIORGI OF LATINBRAND HAVE A GOOD THING GOING IN QUITO, ECUADOR. Their approach to branding is always on the mark, as can be seen in their work on behalf of Teatro Nacional Sucre, a cultural institution in this South American nation. It is a casebook example of evolving a brand by building a fresh new identity off the foundation of existing equity: their iconic neoclassical home building.
To mark its 120th birthday, directors at Teatro Nacional Sucre decided it was time rethink its communication system. They were confronting a problem common to venerable arts institutions: they needed to connect with younger audiences.
“One thing ...
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