Södra Teatern is one of Stockholm’s oldest cultural establishments and a well-known meeting place at Mosebacke Square.

With a wide range of experiences, concerts, theatre, club nights, bars, restaurant, and private and corporate events, the venue attracts a diverse audience. The operation currently consists of four main parts: Kägelbanan, Mosebacketerrassen, Klubben, and Stora Scen.

Despite being part of the same venue, these units lack a unified visual and communicative identity, which creates confusion around the brand.

The purpose of this fictive graduation project was to develop a cohesive design strategy that clearly shows that all parts belong together and are part of Södra Teatern.

The strategy is based on an analysis of the target audience, competition, brand positioning, and external factors, with the goal of creating a strong graphic identity that reflects Södra Teatern’s history and contemporary relevance and offers a cohesive experience for its visitors.