Melbourne Dance Company
  • Melbourne Dance Company 2012
    Brand Identity
  • When I was first approachedto design the poster for the new Melbourne Dance Company, I wanted to do it alittle differently. It felt cliche to use a script type, as it was used likethat countless times for ballet posters.

    Initially the design was justgoing to be used as a headline but I had to remember that dance was anexpression of movement, and thus, I wanted the type to wrap around the dancer as if it was dancing on it’s own. And because the type has such sharp corners,and ballet is meant to be quite sensual, I purposely wanted this contrast inthe juxtaposition. 

    I wanted the viewer to look at the poster and let it play intheir mind, both with the harshness of the type and the softness of the dancer.Just like dancing can be interpretive differently to others, I wanted to do thesame for the poster. Using the different characters within the type allowed meto do this, and overall, create a visual dance in itself.
Identity and Poster design for the Melbourne Dance Company 2012.
Branding, Graphic Design, Typography