Baxter & Bailey — South East Dance

South East Dance

Brand identity

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.

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Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance

“The Baxter & Bailey team were brilliant to work with: never blinding us with design terminology but approaching the project in a way that felt like we had temporarily gained a group of design experts onto our team. They were calm, efficient, methodical and creative – and really guided us through what had initially felt like a daunting process.”

Chloe Barker,
Joint Head of Communications
South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance

“We are thrilled with the results. We now have a coherent visual identity that unites all of the various sub brands that have developed organically over the years, as well as communicating the movement, friendliness and passion that defines us as an organisation.”

Chloe Barker,
Joint Head of Communications
South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance
Baxter & Bailey - South East Dance

Acknowledgements

Thanks to the whole team at South East Dance, especially Rachel, Chloe and Georgina. We’ve hugely enjoyed helping SED along its exciting journey, step by well-choreographed step.

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