Rebranding Opera

De Munt | La Monnaie has been Belgium’s premier opera house since the 18th century. As befits such a legendary location, its events are always popular with a loyal, but ageing, client base. We were asked to create a new brand identity, website and strategy to attract younger visitors without alienating its current audience.

Digital and accessible

The first thing we noticed was that the majority of De Munt’s means of communication were in print. To target a younger audience we focused on establishing a strong digital presence for De Munt, including social media. We refreshed its website in a way that brings De Munt up to date but respects its heritage: it’s visually impactful but easy to navigate, a vital functionality with conversion in mind.

To make the world of opera more accessible to outsiders we created a new style guide, including a refreshed communications strategy that’s more to the point and jargon-free. Finally we revamped the logo by fusing the opera house’s two names (De Munt in Flemish, La Monnaie in Walloon) to create a new form: the double M.

Krystian Lada, Creative Director La Monnaie / de Munt

“I saw what they were doing with Das Magazine; if they can make a non-21st-century thing like literature into something current and interesting, I was sure they could with opera too.”

Seasonal campaign for De Munt/La Monnaie

Full House

Online ticket sales increased across all age categories, including younger generations. We built a strong relationship with De Munt and helped set up a in-house design department which has been a great success. Not only has De Munt paved the way for Opera in Belgium, it has now conquered the previously unexplored world of digital communication.

Krystian Lada, Creative Director La Monnaie / de Munt

“The result is a refreshed variation on the existing visual identity, one that respects the history and traditions of De Munt. We’re very pleased with it!”

Client
De Munt/La Monnaie

Services

Brand strategy & positioning Brand Identity Digital Design UX/UI Campaign

Collaboration

Development: Tentwelve Brussels

We brought an opera institution up to date with an identity that appealed to its older lovers as well as younger opera outsiders. By replacing print with a strong digital presence and creating an identity that embraced modernity while respecting the past, we increased online sales across all age groups.