MAUD

Maud’s partnership with Sydney Dance Company began in 2015. Since that time, in collaboration with Ann Dunn (Executive Director), Rafael Bonachela (Artistic Director) and the Sydney Dance Company board, we’ve developed and implemented a comprehensive update to the brand strategy and identity. Working with the senior leadership team we’ve defined a vision and purpose for The Company that works to align all parts of the organisation and cement The Company’s role in the Australian arts community.

An audience is the life blood of any arts organisation. For Sydney Dance Company, their audience spans the entire public, participating in everything from open dance classes, to the schools program, to attendance at their world class seasonal performances. At each end of the spectrum, the Sydney Dance Company brand needs to perform differently in order to attract maximum participation. With limited marketing funding, the brand needs to stretch from something representative of an elite contemporary art form, to something that is open and accessible for amateur or aspiring dancers. Furthermore, in order to maximise marketing communication effectiveness, the brand needs to maintain its strength and prominence through consistent execution.

The 50th Anniversary of Sydney Dance Company was an important milestone that prompted the brand redesign. With the aim of establishing a design language and system that would see the brand through the next 50 years we created a visual identity that is adaptive to context and provides the stage on which content and message perform.