MojaScena

Logo redesign / visual identity / website design / graphic material

About MojaScena

MojaScena studio is the acting studio of the International Arts Centre Zagreb. For over a decade, MojaScena has been offering engaging acting programs in both Croatian and English. More than 1,000 participants ranging in ages from 5 to 85 years old, have passed through MojaScena, and for many of them it was the first step toward a professional career in the theater arts. They collaborate with young Croatian artists and their participants have been accepted into acting programs at prestigious universities around the world.

The goal

The goal of this project was to create a fresh, modern and recognizable visual identity which would stand out with its unique character. The new logo brings up a modern look while also containing a bit of playfulness and energy. The carefully selected color palette is warm, dynamic and captures the spirit of the theatre while the typography brings together modern design with a friendly and approachable tone.

The new website is conceptualized to clearly communicate the values of the brand, to strengthen the brands visibility and to leave a strong impression. The website is approachable and oriented towards everyday visitors looking for drama classes. The notions that drive MojaScena, that artistic expression is for everybody and that people of all ages can achieve their childhood dreams, now also lives on in the digital realm through their new webpage.

The logo

In our design, the dark blue and red colors were carefully chosen to recreate the feeling of the theatre, the stage and heavy red theatre curtains – elements which make up the heart of the theatre experience. Instead of heavily used symbols such as theatre masks, we chose a clean, modern and strong typographic approach which emphasizes simplicity and professionalism. The proportion and size of the font are aligned in a way to create a calming and strong balance while the shape of the logo ensures that it feels spacious.

A strong focus was places on individuality – a key value of MojaScena studio. To ensure that individuality is conveyed in a subtle but effective way, the dot above the letter j was added and colored red. In doing so, focus is drawn to the lines of the letters o, j and a which mimic a monolithic simple outline of a face in which the j becomes the nose. The red color doesn’t only add character and a dynamic feel the to logo, it likewise symbolizes personal growth as it is positioned as the highest element in the logo.

Color Palette

The color palette was carefully chosen to keep the atmosphere and energy of a drama studio. At the core of the color palette are a strong dark blue and red combination, common colors within theaters. These colors bring in a feeling of professionalism, passion and drama. The black and white colors support our palette as crucial neutral colors which allow a clear visual contrast, easy readability and an elegant presentation in all formats.

Gold and turquoise have been introduced as softer, warmer, and more motivating accents. Gold brings a touch of prestige, warmth, and creative energy, while turquoise symbolizes freshness, openness, and a friendly atmosphere. Together, they create a balance between the seriousness of performing arts and the encouraging, approachable attitude that the studio offers to its students. This color combination enables a visual identity that is at once strong, inspiring, and accessible – just like the experience MojaScena aims to provide.

Graphic Materials

Graphic materials were designed for both social media and for print to reflect MojaScena in a modern, people-centric way but also to reflect the brands focus on fun, creativity and arts. To do this, social media posts were crafted with many textures, colors, and with lots of movement within the designs while print materials focused on an authentic feeling of interaction with arts, such as a poster mimicking an old-school movie ticket.

Website redesign

The website is designed in a simple and clean style so that all the visitor’s attention is focused on the striking photographs of the students and their on-stage moments. To capture the authentic energy and dynamics of MojaScena, we attended several performances and acting classes and took photographs specifically for the website that highlight the real atmosphere, emotions, and creativity within the studio.

The site’s design is based on clear, well-structured elements that emphasize the studio’s key values and strengths – accessibility, professionalism, and an inspiring environment where everyone can develop their talent. By combining visual simplicity with strong photographic content, the website offers an experience that not only informs visitors but also motivates them to become part of the MojaScena community.