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Sadler's Wells

WildCard Season 3

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 three.

The client really liked the approach for season two so they were keen to maintain the style. However, the Escher inspired background was quite complex so a new, cleaner technique was researched. Now rather than multiple shades of grey to covey the 3D depth, a simpler halftone effect using just one grey was employed. The result was not only cleaner, but also created interesting and intricate details in the artwork without affecting the legibility.

Like season two, a new, bold colour was selected for high contrast to the muted background palette creating the desired impact on both the flyers and posters.




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