Cultura Mataró

Cultura Mataró is the organisation responsible for managing and promoting cultural activities in the city of Mataró. Its mission is to encourage creativity, education, and access to culture, viewing it as a key tool for social cohesion and quality of life. Cultura Mataró supports a wide range of cultural expressions, from heritage and traditional culture to contemporary artistic practices, including performing arts, visual arts, music, literature, and more.

For this project, our studio collaborated with Cultura Mataró by producing posters and brochures for three key strands of their performing arts programme. For Aula de Teatre, we created promotional materials highlighting their theatre training offer for children, young people, and adults. For Sortim en Família, we developed visual materials to promote a season of family shows aimed at audiences with young children. And for Fet a Mataró, we designed the communication materials for a season dedicated to showcasing performances created and produced within the city, celebrating local talent and supporting the cultural fabric of the community.

Industry
Public Sector
Arts, Culture & Heritage

Client:
Ajuntament de Mataró
Cultura Mataró

Creative & Art Direction:
Studio Regina Puig

Photographer:
Studio Regina Puig

Two children wearing paper bags with drawn faces on their heads, posing playfully.

Promotional poster for Aula de Teatre with three people wearing illustrated cardboard masks, featuring simple facial features. Text reads "Cicle D'Espectacles de Petit Format" and "Ajuntament de Mataró."

Bus stop with a theater class advertisement showing people holding face drawings on paper, with text in Catalan promoting open registrations for aula de Teatre.

The Strategy

The core of the strategy was to visually express what theatre is — not just as performance, but as a space for transformation, imagination, and expression. We aimed to distil theatre to its most essential elements: the idea of becoming someone else, of telling stories through gesture, voice, and presence. The challenge was to find a physical, visual language that could suggest this universality and fluidity of roles, while remaining abstract and open to interpretation.

The Solution

We developed a concept based on simple cardboard squares painted and worn as masks — a minimal yet powerful symbol of transformation. Each mask took on different characters or moods through subtle shifts in shape and expression, capturing the spirit of theatre in its most elemental form. The visuals were shot in stark black-and-white photography against a plain white background, allowing the forms, textures, and gestures to take centre stage. This minimal aesthetic helped the message stand out with clarity and focus, while leaving space for imagination — just like theatre itself.

A magazine spread with a family portrait, each person holding a box with drawn facial expressions over their heads, and an opposite page with text and logos.

Person holding a cardboard drawing of an owl face in black and white.

Outdoor advertising kiosk displaying a poster for a theatrical event titled 'De Boca a Orella' on a city sidewalk, with a stone building façade in the background.

What we did

Brand Design
Strategy
Campaing concept
Poster design
Art direction

Digital
Graphic materials for social media

Theater advertisement with people holding illustrated cardboard masks in front of their faces, promoting "Aula de Teatre" and matriculation dates. Website link included.

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