As Umeå’s new cultural and entertainment hub, STAGE needed a fresh visual identity to match its move into Gymnastiken – a turn-of-the-century building rich with Art Nouveau character.

The solution was an energetic yet flexible identity that quite literally put the artist on stage as a key visual cue. Inspiration from the venue’s unique architecture: its pillars, windows, and doorframes – was woven into the design as subtle graphic details, creating a cohesive link between place and performance.