One poster, six formats
I designed the October 2026 repertoire poster for the theatre Sreda 21 and adapted it to six formats: four print and two screen. People look at each format from a different distance, so I changed the grid and the amount of text, but kept the same rules.
Sreda 21 is a small, independent theatre in the Bauman Garden, Moscow. Its idea is theatre without distance: the audience sits next to the actors. In October 2026 the theatre turns five.
The corner line of the logo frames every date cell. Blue means a premiere. Black means 21 October, the fifth birthday. One typeface, Roboto Condensed, joins all formats.
All formats follow four rules. One typeface, Roboto Condensed: its narrow letters fit many dates in one line. Blue means a premiere. Black means 21 October, the fifth birthday of the theatre. The corner line from the logo frames every date cell.
Standard poster, 60 × 90 cm. This is the base of the system and has all the information: dates, titles, age limits, directors, cast and running time. People read it from one or two metres, so one cell is given to each play.
Pillar display, 1,4 × 3 m. The logo and the month are very big at the top, so they can be seen from across the street. The full schedule is at eye level, 1.2–1.8 m from the ground. The bottom 20 cm stay empty, and the Telegram link becomes a QR code.
City billboard, 6 × 3 m, file made at scale 1:10. People see a billboard for about three seconds, often from a car. So only the dates, titles and age limits stay, in a wide six-column grid, with a very big website address.
Trifold leaflet, A4, panels 100 + 100 + 97 mm. The outside has the front cover, which follows the billboard, and the back with the three premieres, the birthday, the address and a QR code. Inside, the whole month opens at once in three columns. A leaflet is read from about 30 cm, so the text can be small.
Desktop page, 1920 × 1080 px. Everything important is visible without scrolling. The grid uses the full width of the screen, and every event has its own TICKETS and DETAILS buttons.
Mobile page, 360 × 800 px. The grid becomes one vertical stream of cards. The date moves above the title, and every card has a big TICKETS button that is easy to tap.
Poster for the premiere of Blind Chance, in the same system: the logo, the corner lines and blue dates. Three photos show three versions of one life. The big 20 and 21 are the show dates.
The billboard on a street in Saint Petersburg at blue hour. Lit by its lamps, it is the brightest thing on the street.
The pillar at real scale next to a person 1.75 m tall. The schedule is at eye level, and the title is above the head.
A display wall in a university: the 60 × 90 cm poster and both sides of the A4 leaflet, at real size, with leaflets that students can take.
The desktop page on a laptop, the mobile page on a phone and the printed leaflet on the desk. All formats look like one family.
Same rules, different distance. The typeface, the colours and the corner line stay the same in every format. What changes is how far away the viewer is, so the grid and the amount of text change too.
