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01/09/2006
News,
The Arts,
Advertising
836 x 570 px
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Underland Campaign and Promotional Collateral - 78 - © Frost Design
Sydney Dance Company
Sydney Dance Company had performed Underland many years earlier, so key to the brief was creating new interest in the production without discarding positive associations from the past. We were given two elements to work with as the basis for creating a new campaign - a still from the production and a 'logo' from previous posters. So much of the challenge was creating something new out of a very limited range of base material that had been used before. With music composed by Nick Cave, the campaign needed to appeal to a young audience, focusing on the contemporary 'rock' genre as a theme. Our solution was based on using handwriting to pull together all the elements and to create a memorable image right for the market. The campaign identity was implemented across a wide range of collateral including posters, programs, invitations and advertising.
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Underland Campaign and Promotional Collateral - 80 - © Frost Design
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