Oh!! Pera

How do you make opera feel like something everyone's invited to? Opera al Parque is an annual outdoor event in Bogotá bringing opera into public parks — not for the usual crowd, but for everyone. The local council behind it, Oh!pera, had a clear brief: a brand that was modern and comedic without losing the soul of the art form. They needed an identity that could make someone who'd never seen an opera feel like it was made for them, plus a full social media direction across Facebook, Instagram, and YouTube to back it up.

Before anything was sketched, the brief needed to be understood on a deeper level. The tension at the heart of this project was interesting: how do you blend humour and ingenuity with the tradition and gravitas of opera? That balance became the creative filter for every decision. The audiences were different too, longtime opera lovers, curious newcomers, and everyone in between, all needing to feel welcomed by the same brand.

The breakthrough came from the word itself. Playing with the expressiveness of "Opera," it became clear that the "O" could become "OH", the Spanish interjection of surprise, and also a syllable that runs through some of opera's most iconic songs, like "Oh Sole Mio." From there, the logotype took shape across three levels: "OH" stacked in two tiers, with "PERA" sitting beneath it. Simple, scalable, and full of personality. The composition works at any size and carries the humour of the concept without ever feeling forced. The visual system was then extended across social media, giving the event a consistent, confident presence on every platform.

Did the brand feel like opera for everyone? That was always the goal. The final identity struck the balance the council was looking for — witty enough to draw people in, considered enough to honour the tradition behind it. A brand built to broaden the audience, one "OH" at a time.