MATZER Theatre Productions kicks off the new theatre season with a completely new corporate identity and website. The new identity reflects the company's development over the past four years.
Since its founding in 2007, MATZER, under the direction of Madeleine Matzer, has been creating theatre performances characterised by their layeredness, social commitment and musicality. From No one is waiting for you in 2018, current events and social necessity take on an even greater role in the stories MATZER tells. Written and directed by Madeleine Matzer, the 'You can feel free to tell me a secret' inspired by her experiences with her own mother with dementia has been performed numerous times in theatres and as a private show for care homes and municipalities. With SMART (2022), on distracted driving and Broos (2023), on caring for and around care-intensive children continues along these lines. Artistic autonomous theatre, in the middle of society, with performances that remain on the repertoire for a long time and are sustainable.
Collaboration
The performances are performed both publicly in theatres and privately at all kinds of social organisations. By actively seeking cooperation with companies, organisations and governments, MATZER helps them initiate dialogue inside and outside the organisation through artistically autonomous quality theatre. Each performance is followed by an aftertalk by an experienced MATZER discussion leader. MATZER also helps theatres find and reach networks in their city so that theatres are full with the right target group, often largely new audiences.
Wave
With this evolution in thinking and acting also comes a new identity. Together with Studio Boot ('s-Hertogenbosch), MATZER developed a new dynamic brand image. "The letter 'm' forms a wave motion synonymous with the movement that MATZER sets in motion. And the line continues. Where MATZER stops, the movement continues," explains Eveline Grin, consultant Marketing & Communication at MATZER. "This shape is the starting point for the entire design language. Red remains a prominent colour in our corporate identity, but we have also introduced new colours to differentiate organisations and theatres. Moreover, we have tried to align our new visual identity with the experience our audience undergoes in the auditorium. We have given images, video and background stories a central role on our revamped website."
MATZER creates, touches and connects
In addition to the visual identity, the positioning has also been addressed. The new pay-off wrapped the new positioning in a simple sentence: MATZER creates, touches and connects. "We make high-quality autonomous theatre, with that we touch our audience, which leads to connection between them. And usually we facilitate that connection even more with an aftertalk or by bringing the right people and organisations together," says communications officer Ivo Haanen. "With our new identity also comes a more confident use of language. Especially when our positioning research showed that we respond exactly to what both organisations and theatre programmers like," Ivo explains further. "We can shout our unique way of working much more from the rooftops. So here goes."
Hugely proud
"I am immensely proud of the beautiful development we have gone through in recent years. This has allowed us to meet new, inclusive and diverse audiences. Moreover, we have been able to spark inspiring conversations about the social issues at the heart of our performances, both within the theatres and beyond. We do this in close cooperation with a wide range of partners from different social fields. Our new corporate identity and website now reflect who we are, and we look to the future with enthusiasm, in which we will further expand our mission to make social issues discussable." says Madeleine Matzer.
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