South East Dance
A kinetic brand identity solution designed to move everybody.
Like us, South East Dance believes that the arts are for everyone. It’s a shared belief that informs our bright, dynamic and accessible new identity.
Sector
Arts & Culture
What we did
Discovery & Definition
- Audits
- Workshops
- Consultation
- Interviews
- Brand strategy
- Brand blueprint
- Brand proposition
- Brand architecture
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Content creation
- Digital expression
- Print design
- Art direction
- Place-making and installations
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
- Brand activation
- Motion design and video
- Brand guideline training
- Artwork
Context
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.
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.
Solution
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.
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.
Impact
The launch of a new South East Dance brand identity coincided with the organisation’s move into a new, purpose-built performance space in central Brighton. This new home – the Dance Space – means that the organisation and brand is more visible than ever before, a bright, kinetic feature on the cultural landscape.
Special Thanks
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.
