The Melnikov Stage

Client

The Melnikov Stage

Year

2024

Services

Branding
Web Design

We were approached with an interesting and multifaceted brief: to develop the branding and website for Melnikov Stage, a new theater housed in the iconic constructivist building designed by Konstantin Melnikov. This architectural masterpiece, once home to the Roman Viktyuk Theater, is now a vibrant stage with a fresh creative vision.

The theater’s new artistic direction called for a bold reimagining of its visual identity—one that would reflect its distinct character and stand apart.

The artistic director had a clear vision: a monochrome palette paired with a minimalist and unmistakably memorable logo. Our mission was to transform this vision into a cohesive brand design that honors the venue’s architectural heritage while reflecting the theater’s contemporary approach to storytelling.

Concept

The brand identity draws inspiration from the unique architecture of the building, also well known as The Rusakov Workers’ Club. The logo reflects the distinctive silhouette of its three cantilevered projections, referencing a cogwheel—a symbol of Soviet avant-garde. At the same time, the three rays pay homage to “The House of Light,” the name given to the building by its architect, Konstantin Melnikov.

This visual style smoothly translates into physical applications. Poster frames, wayfinding signs, and outdoor displays reflect the sharp angles and dynamic lines of the logo, creating a unified and easily recognizable brand look.

Design Elements

The design system of the Melnikov Stage Theater is shaped by a close attention to detail—an interplay of typography, distinctive geometric forms, and a careful balance of proportions. This creates a unified identity that works seamlessly across digital platforms and traditional playhouse materials like posters, programs, and tickets.

The contrast between the balanced grotesque Gramatika and the light serif Panama fonts highlights the venue’s classical heritage, while embodying the forward-thinking nature of its creative direction.

Digital

Rooted in Constructivist principles, the design blends practicality, minimalism, and striking typography, reflecting the architectural legacy of the Melnikov Stage Theater in the digital space.

To immerse users in the theater’s atmosphere, we opened the homepage with a full-screen video, showcasing scenes from performances and the animated logo. Scrolling down reveals the programme page, where all the photos are framed by geometric masks, reinforcing the visual identity.

We simplified the site’s structure, introducing filters to key sections and streamlining navigation to make it easy for users to browse the repertoire and purchase tickets quickly. A fixed navigation bar ensures smooth and seamless exploration.

The "About the Theater" section features animations and dynamic color shifts that bring the art space’s evolving history to life, seamlessly connecting its past and present with visual clarity.