Carrefour International de Théâtre
Brand imageThe Carrefour international de théâtre is a non-profit organization and a festival that attracts a wide audience and stands out for its large-scale, diverse programming. It offers multiple creative platforms, presenting circus performances, dance, and visual arts across various venues in Québec City. Faced with an abundance of cultural offerings in the region, Carrefour commissioned Imédia to strengthen its positioning by creating the festival’s 2024 season visuals and signature.
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A must-see on the cultural scene
The first challenge was to help people understand the festival’s full scope and duration, since the renowned show Où tu vas quand tu dors en marchant…? was often perceived as a standalone production. To bring the wide variety of festival performances together and present the event as a grand celebration of creativity, we began by focusing on the 2024 edition’s title. We brought all disciplines under one banner, giving them a shared value: movement. The word festival was added to clarify the time frame and define the event. By adopting Festival d’arts vivants, the programming became more cohesive and clearer in its overall offering. Carrefour was then positioned as a cultural event not to be missed, setting the stage for the summer’s activities as early as spring.
By using the body as an artistic vehicle, the primary tool of performers, we brought the season’s visuals to life. The roughly cut-out cardboard figures were inclusive and accessible, expressing human intervention and authenticity. They were paired with a tight, sans-serif typographic treatment. Their distorted proportions reflected programming that was just as improbable, thanks to its wide range of disciplines. The positions took the audience by surprise with the unrealistic movements they created.
A launch motion video was developed from this immersive design, inspired by the characters’ dynamic energy. The vitality of the living arts was represented through unexpected transitions, the captivating and playful use of typography, and a rhythmic soundtrack. Comedy, true crime, immersion: various themes were highlighted, while video clips offered a glimpse of the performances. With its ever-changing design, the motion video showcased the festival’s vitality and the diversity of experiences that now define its reputation.
