Strategy, concept and visual identity for The Royal Danish Theatre. In my MA Project at The Royal Danish Academy of Design, I worked around an issue concerning how The Royal Danish Theatre in Copenhagen can optimize and be more of a attractive choice of entertainment for young people between 18 and 30 years old.

Through an investigation and analysis of the target group, theatre and the current entertainment culture in Denmark, I developed a visual universe and communication platform called KGLUNG (KGL-YOUNG) aimed at a young audience. My goal was to design a campaign for the different deparments of the theatre taking off the fancy and pompous side of the theatre and instead showing an honest, young and sensual side of the institution that the young audience can relate to.