With the design of the new brand, the Petruzzelli Theatre Foundation wanted to equip itself with an image more centered on contemporaneity, distancing itself from a more traditional and classical imagery that had instead always been distinctive of the theater. A strong and decisive choice, but well calibrated and analyzed in its details.

The Petruzzelli Theater Foundation first wanted to analyze the effectiveness of its naming. It was not preferable to eliminate the name “Foundation” completely, but the need to give a strong presence to the Petruzzelli Theater's identity had also emerged. For this reason, the choice fell on a monogram that contains the initials of the naming and together refers to an iconic element of the theater: the small stages dedicated to the audience. The designed form must also be simple enough to be reproduced on many different media.

In addition to the standard communication materials to be associated with the brand, the Petruzzelli Theatre Foundation also required the creation of a coordinated image to be applied to a disparate number of products, from theatrical posters to display panels within the theater structure.