The Onassis Cultural Centre is one of Athens’ most prominent cultural spaces, hosting events and activities across the whole spectrum of the arts from theatre, dance, music and visual arts to the written word, with an emphasis on contemporary cultural expression. The design of the launch campaign for the season 2013–2014 encompasses the programmes and the promotional materials for all events, including the communication points in the metro and other public spaces. It is based on a key visual of either a photograph or a video still of established Greek creators who will be presenting their works at this cultural centre. They look directly towards the spectator, while the image mutates as if seen through a prism. This kaleidoscopic effect further distorts and fragments the images of the artists, who are portrayed with evocative gestures and facial expressions, so that they instantly catch the eyes of passers-by at the most varied locations in public spaces.
The visual appearance of this campaign represents a truly superb example of a clear and strong brand identity. The spirit of the country becomes tangible through a flexible yet strong design system that permeates all promotional materials in a consistent and uniform manner. The campaign literally addresses beholders directly and thus fulfils its objective to outstanding effect.