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Sadler's Wells

Northern Light

Sadler's Wells is the UK's leading dance house, uniquely dedicated to bringing the very best international and UK dance to London audiences.

Northern Light is a season of Nordic dance performances covering various styles originating from many geographic locations including Sweden, Norway, Finland and Denmark. Superfried were briefed to develop a brand identity and marketing literature for the season. Such eclectic content meant a photographic route was not practical. Consequently the brief requested a typographic approach.

The name led to obvious ideas of light and energy, both apt for the subject matter. At 13 characters long, the bespoke lettering was arranged in a vertical orientation which eluded to great height and the natural phenomenon. To convey an essence of light/ energy an angled shard device was utilised to style the typography, images and copy throughout the marketing literature.

This project has been featured in IdN Magazine [IdN v23n3].

Video and animation by AKA.
External shot of Sadler's Wells by Belinda Lawley.




Superfried provided us with an excellent level of service, from conception to product delivery. A passionate, creative and dedicated company, I would recommend them very highly and look forward to working with them again in the future.


Maxwell Baker/ Sadler's Wells