Attempts is a Singaporean theatre collective specialising in participatory performances that combine gaming mechanics, theatrical storytelling and interactive digital media. We were engaged to conceptualise its visual identity.
Attempts runs immersive theatrical experiences that employ experimental play and active engagement to deepen one’s relationship with performance. By having the letterform echo off the top and bottom, the identity suggests an expansion beyond the traditional — the essence of participatory theatre.
Bold and geometric in its uppercase, the typographic repetitions convey a sense of dynamism and movement along with an invigorating spirit, a nod to Attempts’ celebration of failure, experimentation, and play.
Attempts’ identity is further extended with a flexible branding device using the custom layered system, allowing for expressive use with a variety of graphic content.