Design Studio Gretel Mimics Movement in Dance Company Rebrand|海报/平面|广告营销案例【ADGuider广告指南】

设计工作室Gretel模仿舞蹈公司Rebrand的运动

案例简介：格蕾特设计工作室今天在纽约斯蒂芬妮 · 尼尔森舞蹈团成立 20 周年之前，为该团揭幕。格蕾特的品牌重塑集中在一种新的设计语言上，这种语言抓住了SND独特的运动风格。它新鲜但经典，灵活但独特，并为如何将文化组织的艺术作品转化为智能，适应性强的设计和品牌系统提供了一个辉煌的蓝图。Reflecting art SND于 2019年联系了Gretel，希望增加他们在纽约艺术界的影响力，并更清楚地将SND及其非常成功的舞蹈项目子品牌联系起来，跳意大利舞。格蕾特以其为包括Vice、Netflix和Nike在内的全球品牌所做的工作而闻名，为该项目带来了对深度战略和卓越设计的承诺。格蕾特创始人格雷格 · 哈恩说: “无论是为文化机构还是全球科技品牌设计，我们都在寻找独特、美丽、最重要的工作，对我们为之设计的人是真实的。即使是像SND这样的小客户，我们也为他们的业务运营方式、他们向世界展示自己的方式、他们说话的方式提供了有价值的见解，除了提供一个独特的身份。"对称和不对称形成品牌的支柱，Gretel基于SND对档案表演摄影的广泛收集，设计了一个抽象图形形式库。哈恩说: “我们被斯蒂芬妮作品中优雅和尴尬之间的紧张所吸引: 安静的冥想和爆炸性的动作。对称和不对称。硬和软形式。即使在静态摄影中，你也能感觉到这一切。"格蕾特采用了与舞者动作相呼应的软硬线条的组合，创造了一种形状语言，作为灵活但根深蒂固的身份的基础。“这些形状可以补充或增强照片，” 哈恩说，“它们本身就成为一种字形语言，独一无二，因为它们是以SND表演者为基础的。” “这个项目的目标是通过设计模仿动作和舞蹈，这种方式是针对SND的，” Elaan Bourn说，格蕾特在SND项目上的设计领导。“通过创建一个代表和抽象斯蒂芬妮作品的前卫、现代和充满活力的形式的图形库，我们能够想象品牌重塑的精神。” 和谐的层次 “从一开始，我们就意识到如何用不同的语调为意大利舞蹈创造一种第二语言，但它与SND共享基因，”哈恩说。“我们希望确保这个品牌的所有层面都能独立和谐地工作。” 为了实现这一点，Gretel使用负空间和颜色将SND和意大利舞蹈联系在一起，同时保持它们分开。SND柔和、坚固的形式执行允许母公司获得更复杂、更精致的视觉效果。带有鲜艳黄色的轮廓形式允许更多有趣的作品，有助于模仿意大利舞蹈教育项目的精神。最高设计标准SND的创始人Stefanie Nelson评论说: “我们与Gretel配对，调查我们公司的核心价值观，并在我们的宣传材料中艺术地反映出最高设计标准。由此产生的作品是对我们过去的精彩视觉反映，也是我们未来的战略跳板。"这种对SND品牌重塑的整体方法展示了一种深刻的战略方法如何将文化品牌的艺术美学与高度功能性设计结合起来，从而清晰、有效地联系起来，真正有长期顾客和新观众。哈恩说: “我们为这次品牌重塑创作的作品非常适合SND -- 它符合斯蒂芬妮的个性，并说明了她作品的本质。正因为如此，公众在有机会观看演出之前，会对SND有更直观的了解。"stefanie Nelson Dancegroup和Dance Italia的品牌重塑将在未来几个月内在数字接触点和所有宣传材料中推出。

设计工作室Gretel模仿舞蹈公司Rebrand的运动

案例简介：Design studio Gretel today unveils its rebrand for the NYC based Stefanie Nelson Dancegroup in advance of the group’s 20th anniversary. The rebrand by Gretel centers on a new design language that captures the unique movement style of SND. It’s fresh but classic, flexible but singular, and offers a brilliant blueprint for how a cultural organization’s artistic work can be translated into smart, adaptable design and branding systems. Reflecting art SND reached out to Gretel in 2019, looking to increase their presence in the NYC arts world and more clearly connect the dots between SND and its highly successful sub-brand for the dance program, Dance Italia. Gretel, known for its work for global brands including Vice, Netflix, and Nike, brought a commitment to deep strategy and design excellence to the project. Gretel founder Greg Hahn says: “Whether designing for a cultural institution or a global tech brand, we’re always looking for work that’s unique, beautiful, and above all, true to whoever we’re designing for. Even for a smaller client like SND we provide valuable insights into the way their business is operating, the way they present themselves to the world, the way they speak, on top of providing a unique identity.” Symmetry and asymmetry To form the backbone of the brand, Gretel designed a library of abstracted graphic forms based on SND’s expansive collection of archival performance photography. Hahn says: “We were drawn to the tension between elegance and awkwardness in Stefanie’s work: Quiet meditations and explosive movements. Symmetry and asymmetry. Hard and soft forms. Even in still photography you could sense all of this.” Using a combination of hard and soft lines which echo the dancers’ movements, Gretel created a language of shapes as the basis of the flexible but firmly-rooted identity. “The shapes can work to supplement or enhance a photo,” says Hahn, “and on their own they become a language of glyphs, unique because they’re based on SND performers.” “The goal for this project was to mimic movement and dance through the design in a way that is personal and specific to SND,” says Elaan Bourn, Gretel’s design lead on the SND project. “By creating a graphic library of forms that represent and abstract the edgy, contemporary and energetic nature of Stefanie’s pieces, we were able to visualize the spirit of the rebrand.” Harmonious layers “From the beginning we were conscious of how to create a secondary language for Dance Italia, with a different tone of voice, but which shares DNA with SND,” says Hahn. “We wanted to make sure that all of the layers of this brand could work on their own as well as harmoniously.” To achieve this, Gretel played with negative space and color to link SND and Dance Italia together while keeping them separate. A muted pastel, solid form execution of SND allowed for more sophisticated, refined visuals for the parent company. Outline forms with a vibrant yellow allowed for more playful compositions that helped mimic the spirit of the educational program of Dance Italia. Highest design standards Stefanie Nelson, founder of SND comments: “We paired with Gretel to investigate core values of our company and have those reflected artistically to the highest design standards in our publicity materials. The resulting work is a wonderful visual reflection of our past and a strategic springboard for our future.” This holistic approach to the SND rebrand shows how a deeply strategic approach can marry a cultural brand’s artistic aesthetic with highly functional design to connect clearly, effectively, and authentically with long time patrons and new audiences. Hahn says: “The work we created for this rebrand is so fitting for SND – it suits Stefanie’s personality and speaks to the nature of her work. Because of that, the public will have a more intuitive understanding of SND before they have the opportunity to see a performance.” The rebrand of the Stefanie Nelson Dancegroup and Dance Italia will be rolled out in the coming months across digital touchpoints and all publicity materials.