HNK Split 2024/2025

The Challenge
For this season, we undertook the ambitious task of unifying the entire repertoire of the Croatian National Theatre (HNK) Split—spanning both new premieres and longstanding revivals. Historically, the theatre’s visual presence was fragmented, lacking a cohesive identity across its diverse lineup. Our goal was to bridge every facet of HNK Split’s programming into a singular, instantly recognizable whole, establishing a distinct visual vernacular for an institution that previously lacked a unified communication strategy.

The Visual System
The design system balances structural discipline with expressive artistic freedom. The layout is defined by a strict framing framework paired with bold, characterful typography by Marko Hrastovac (Crumbs). At the emotional core of each piece are vibrant, handmade collages. Every visual was meticulously hand-cut from collected, discarded magazines, giving each artwork a rich, tactile surface that digital tools simply cannot replicate.

The Philosophy
This physical, labor-intensive method carries deep conceptual weight. Theatre is fundamentally an analog, fleeting art form—an impermanent experience shared in real time between performer and audience. By favoring physical, hand-assembled collage over synthetic generation, we sought to mirror the ephemeral spirit of live performance while taking a deliberate stance against the pervasive dominance of artificial intelligence and purely digital creation in contemporary graphic design. In a world saturated with algorithmic perfection, we chose the irreplaceable resonance of human craft.