How do you help a premier dance company look toward the future, while honoring its heritage?
Comrade established a new brand identity and messaging platform for AXIS Dance Company, a global leader in contemporary dance, in conjunction with its 30-year anniversary and the appointment of a new artistic director.
Changing the face of dance and disability
AXIS already had an esteemed place in contemporary dance, but needed a fresh new vision that both honored its first 30 years and positioned them for the next 30. They asked Comrade to develop a new expression of who they are, what drives them and why it matters.
Challenging perceptions of what’s possible
Our first order of business was to listen and experience everything we could in order to inform our work. After immersing ourselves in the world of AXIS and the broader landscape of contemporary dance, our brand strategists sat in on a dance rehearsal and met with the AXIS leadership team to dig into the core ideas and imperatives that would shape our work. From there, we quickly iterated on new brand collateral, meeting regularly with key stakeholders to review and refine in order to meet their objectives and provide them with brand collateral worthy of their ground-breaking work.
Setting the standard
In just a few fast-paced weeks, AXIS was equipped with a new logo, messaging platform, visual design foundation and marketing collateral to roll out its new brand in time for the kickoff of its 30th-anniversary performance season. Our team was proud to be guests of honor at the AXIS brand unveiling event, where we were presented with a framed poster showcasing our work (not to mention postcards, buttons and other beautiful brand swag). We were honored to see our contributions share the stage with the incredible AXIS dancers at Occupy, the inaugural performance of the season, at Yerba Buena Gardens in San Francisco.