Sadler's Wells . Northern Light Typographic branding for Nordic dance
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.
- Bespoke Typography
- Art Direction
Press + awards
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.
Sadler’s Wells . London
This project has been featured in IdN Magazine [IdN v23n3].
External shot of Sadler's Wells by Belinda Lawley.