People Dancing
People Dancing is a three-year programme to encourage mass participation in dance, as part of the region’s cultural activity leading up to London 2012.
The initiative is all about getting people – whether professionals, dance students or simply enthusiastic amateurs – dancing across the West Midlands. A series of workshop events were planned, at which interested people, organisations or groups would be helped and encouraged to submit their big ideas to get people dancing.
Our brief: design an email invite to the workshops, and a brochure to clearly explain the submission process – all without having a brand style, copy or any images to work with. The brochure also had to be engaging to a wide range of audiences, comply with RNIB guidelines, plus be distinctive enough to stand out, yet basic enough that the branding could be altered further down the line.
Luckily, we like a challenge!
Our solution was a ‘holding brand’ – a simple but appropriate logo and look, which could accommodate an alternative brand if required. This was achieved primarily by using simple, neutral yet bold typography.
This holding brand is working really well for People Dancing – the email invites were sent out, after which the workshop events became fully booked, and distributing the brochure to interested parties has helped the organisers to elicit far more proposals than they’d ever hoped for.
Simply put; the perfect result.
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