Kursaal 25 years of Kursaal.
25 years of culture, knowledge and encounters, kubed.
Gipuzkoa is a small territory, overflowing with knowledge. Our culture and the world’s. We live it with intensity. Our passion for sharing knowledge, from the inside out and from the outside in. We live it with intensity. 25 years ago, that intensity crystallized into an iconic, brilliant 5,000-square-meter silhouette in the heart of Donostia: the Kursaal.
And 7 months ago, at Shernan Creative Collective we were commissioned to create and design the strategy, visual identity, story, and physical and social media activation for the celebration of the Kursaal’s 25th anniversary. We started by identifying and building a story that would turn the value of this institution into an icon, one where form and substance share a symbiotic relationship. The Kursaal is a huge kube where knowledge is amplified in different forms: culture, outreach and encounters. Amplified both outward, to the world, and inward, to Donostia and Gipuzkoa. So we worked with the concept of intensity. In other words: encounters, outreach and culture, cubed. Donostia and Gipuzkoa, Kubed.
That was the narrative platform we built, and to create a visual identity we started by adding two concepts together: the building’s iconic shape and the idea that knowledge is built and shared here. Knowledge is expressed through the “buildings of ideas” — that is, letters.
Without alphabets, sharing knowledge would be much harder. So we decided to add both things together (iconic building and knowledge), and built a custom typeface from the geometry of the Kursaal. With that typeface, we developed the campaign messages. And the 25th anniversary logo.
A story, a logo, a visual system, a physical and social media activation campaign, an event with a Mayor and a Deputy General, and several months of work later, as a San Sebastián agency there is only one thing we can say: we are proud to have been chosen for this project.
“It has been a pleasure working with you. We have received so many compliments on the anniversary logo.”
