Meyrin culture — Branding , campaign , brand strategy by twks: A New Cultural Dimension

The strategy speaks for itself. The square, the founding element of the City's graphic identity, gains volume. It becomes a cube. A direct reference to the volume crowning the Théâtre Forum Meyrin, a defining symbol of the local cultural scene. A sign you don't look for: you simply recognise it.

From this centre, the brand extends along three axes. Width, for the expansion of culture from Meyrin to the Greater Geneva area. Height, for the elevation of the mind, connection, openness to the world. Depth, for tone: that dial between lightness and gravity that makes a living programme rich. Three dimensions. One direction.

Built on a grid, the entire visual language was designed like a construction game. No two posters look alike. That is the conviction of Meyrin culture. A typeface with character and vivid colours. Curious Yellow for joy. Smart Brown for institutional culture. Honest Blue for trust. Corporate Green for renewal. Imaginative Pink for inclusion. Vibrant Purple for knowledge. Passionate Red for energy. A palette that doesn't decorate the brand. It defines it.

Culture in Meyrin has no dress code. The communication strategy owns that fully. The tone is light, complicit, sometimes deliberately off-beat. Unexpected phrasings, deliberate mistakes, assumptions flipped inside out.
Come get cultured. Another season? Theatre is for intellectuals?

Every message starts from a false excuse, only to pull it apart. The goal isn't to convince. It's to disarm. To show that behind a demanding programme lie convivial, festive, participatory experiences. For every audience, without exception.

A cultural brand that speaks without condescension. A visual system rooted in the existing, projected towards something new. An identity that doesn't decorate the culture of Meyrin. It opens it.