Soooo HELLERAU
Branding campaign 2023

With “Soooo HELLERAU”, the HELLERAU – European Centre for the Arts – presented itself from May to September 2023 as an international venue for contemporary arts. The poster and social media campaign was designed to encourage shared exchange, conversation and visits.

For many people in Dresden and the surrounding area, the Festspielhaus Hellerau is a place steeped in tradition and history; for others, it is a valuable and inspiring new discovery. For some, however, a visit also involves taking a risk – and not just because of its location far from the city centre.

“Soooo HELLERAU” highlights why this is no disadvantage, breaks down barriers and helps to showcase the diversity of HELLERAU. In the campaign, we deliberately address preconceptions – so that we can dispel them together and show that it’s well worth making the journey to HELLERAU.

As an international production and touring theatre, HELLERAU is not only a home for contemporary theatre, dance, music, art and performance, but also a place for people to meet and come together. HELLERAU is …

• sooo complex that it keeps the conversation going
• sooo arty that it shifts horizons
• sooo avant-garde that it’s always at the forefront
• sooo off the beaten track that you can find peace
• sooo diverse that there’s something for everyone
• sooo international – right here in your local cultural scene

Sooo HELLERAU!

What exactly does that mean? The best way to find out is to pay a visit.

More about the campaign

With the support of the Berlin-based graphic design agency Any Studio and copywriter Niklas Sander, a branding campaign was created which was displayed on posters throughout Dresden and on social media.

The campaign was made possible by a grant from the Sächsische Aufbaubank for cultural preservation, which was intended to enable cultural institutions and civil society organisations to continue their work following the COVID-19-related lockdowns, thereby contributing to the continued existence of Saxony’s diverse cultural landscape.