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Sadler's Wells

WildCard Season 2

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

After the great success of Sadler's new initiative WildCard, giving emerging artists the opportunity to present several works of their choice, Superfried were briefed to develop marketing literature for season two.

Once again due to the very eclectic mix of performances it was felt that the use of photography was not the right approach and instead we should take a more conceptual graphic route. With this in mind inspiration was supplied by the genius Dutch artist MC Escher. His 'anything is possible' world's summed up the WildCard initiative perfectly. To convey its eclectic nature an impossible 3D landscape of meandering paths was developed that also concealed a subtle grid.

After the success of season one the client had specified they were interested in pushing the brand further with the use of bold neon inks. This proved very effective for the litho flyers. However the one-off poster would be problematic, historically printed digitally pantones would not be an option. Without sufficient budget for screen printing, to ensure a vibrant high-impact orange the lettering was applied as a die-cut vinyl. This unconventional approach worked surprisingly well.

The second season has even surpassed the first with additional nights scheduled to meet demand.




It was a pleasure to work with Superfried, they were prompt, professional and brought a level of creativity to the project that far exceeded our expectations.


Sally Daniels/ Sadler's Wells