South East Dance

A kinetic brand identity solution designed to move everybody. Over recent years, we’ve worked with great orchestras, festivals, galleries and theatres… but never with a dance organisation. So we were especially excited to hear from South East Dance with a brief to build an entirely new brand identity system. The underpinning aim of their project was to shift perceptions around dance – what it is, who makes it and who it’s for – and to communicate the idea that dance gives all people the opportunity to explore movement, to be free, to connect with others, to tell a story and challenge convention.
 We placed this bold aim at the heart of our design solution, with a new brand identity that has movement in its very DNA. A freely hand-drawn logotype, expressive and abstract brush marks, dynamic photography, emotive language and a fizzily vibrant colour palette combine to form an identity designed to move people.