Brief The main and oldest opera and ballet theatre in Kazakhstan lived without its own identity for almost 90 years. For decades, its visual style was sporadic and did nothing to help it stand out among other theatres. Strategy Most of theater logos are similar to each other since they use building façades in their brand style. We decided to do different and better: instead of depicting the external façade, we chose to display the interiors of the theater and turned them into hand-made lettering. And as the main sign, we took the contour of the building and amalgamated it with a Kazakh ethnic pattern.