KRADU is a theatre festival organised by the Academy of Dramatic Arts in Zagreb. We were tasked with designing a new visual identity for it, in celebration of it’s 10th anniversary.
The identity was strongly based on a wordplay with the word 'KRADU' which gave every element of it double meaning - as well as the festival title, it also means 'they steal' in Croatian.
This word was treated as if it was a normal part of a sentence, rather than a festival name, and used in various taglines in the style of dramatic newspaper headlines that were around at the time - reflecting the news about corruption in Croatian politics.
We made these statements a central focus of the visual identity, because we knew we had a very broad target audience to reach and we knew these sorts of taglines would grab people’s attention and spark curiosity, against the backdrop of Croatia’s socio-economic situation at the time.
