We designed an identity to represent Greenwich Dance’s programme of classes, performances and workshops held in various spaces across the borough.
Greenwich Dance is a leading dance organisation based in South East London. They felt their existing communications across their physical and digital spaces were outdated and misaligned with their brand.
Their spaces range from outdoor artist-led workshops, to the Grade II* listed Borough Hall in the centre of Greenwich.
We designed a visual language that was created by looking at dance from above at each location. A modular series of blocks build in size across the application, providing a contemporary and progressive lens through which to identify the organisation.
The literature and posters were re-imagined to bring a sense of energy to the brand. As part of the guidelines, a clearer design system was provided to enable a variety of levels of content to be shown.
Greenwich Dance’s summer festival provided an opportunity for us to create an offshoot of the brand using colour and typography. Vibrancy was introduced by combining a duotone colour palette with a refined use of typography.
For Greenwich World Cultural Festival (held at Eltham Palace and Gardens) we utilised two colours from the brand palette to create warmth for the family-friendly day of events.
We designed and developed the website as a hub of information for the dance community. The website acted as a central place for the organisation to showcase events, dance classes and ad-hoc events that took place in their spaces across the borough.
Greenwich Dance’s primary space, The Borough Hall — a Grade II* listed space in the heart of the borough — required wayfinding signage.
Building on the visual language of the new brand identity, we developed a modular system to give flexibility in the wayfinding application, and this allowed for the signage to be affixed on site.
To complete the identity project, we produced a set of guidelines for the marketing team, with worked examples of literature and elements to use in their ongoing communications.