A magical corporate identity

Challenge: After 25 years on tour performing around the world, magician Pat Perry returned to Switzerland and put down roots in Zurich West. In the Kreis 5 district, he opened the perfect theater for experiments, the likes of which have never been seen anywhere else. Heads was tasked with finding a name for the theater, developing a brand identity and designing the printed materials and the theater’s website.

Solution: The name CLOSE and the brand identity refer directly to the experience offered by the theater: a small group of guests have the chance to discover a magical place and be swept away while also being up close and personal. The first-ever close-up theater for mental magic.

Result: Even though the theater is not necessarily easy to find, and there is a great deal of competition for cultural events in Zurich, the first few months’ performances completely sold out. CLOSE Theater has also received a great deal of positive press coverage: “It’s nearly impossible to get any closer to Perry.” (Tages-Anzeiger), “Effortless, modern and unique…” (Tagblatt der Stadt Zürich)


Brand design


CLOSE Theater