Design Studio Gretel Mimics Movement in Dance Company Rebrand|海报/平面|广告营销案例【ADGuider广告指南】

设计工作室Gretel模仿舞蹈公司重塑品牌中的运动

案例简介：设计工作室Gretel今天在纽约Stefanie Nelson Dancegroup成立20周年之前宣布了其品牌重塑。Gretel的品牌重塑集中在一种新的设计语言上，该语言捕捉了SND的独特运动风格。它新鲜但经典，灵活但独特，为文化组织的艺术作品如何转化为智能，适应性强的设计和品牌体系提供了辉煌的蓝图。Reflect art SND与Gretel 2019年取得了联系，希望增加他们在纽约艺术界的影响力，并更清楚地将SND与其非常成功的舞蹈项目dance Italia子品牌之间的联系联系起来。Gretel以其在Vice，Netflix和Nike等全球品牌的工作而闻名，为该项目带来了深入战略和卓越设计的承诺。Gretel创始人格雷格·哈恩 (Greg Hahn) 表示: “无论是为文化机构还是全球科技品牌设计，我们都在寻找独特、美丽的作品，最重要的是，忠于我们为之设计的人。即使对于像SND这样的较小的客户，我们也会提供有价值的见解，了解他们的业务运作方式，向世界展示自己的方式，说话的方式，以及提供独特的身份。“对称和不对称构成了品牌的支柱，gretel根据SND大量的档案表演摄影资料，设计了一个抽象的图形表格库。哈恩说: “我们被斯蒂芬妮作品中优雅和尴尬之间的张力所吸引: 安静的冥想和爆炸性的动作。对称和不对称。硬的和软的形式。即使在静止摄影中，您也可以感觉到所有这些。”Gretel使用与舞者的动作相呼应的硬线和软线相结合，创建了一种形状语言，作为灵活但根深蒂固的身份的基础。“这些形状可以用来补充或增强照片，” 哈恩说，“它们本身就变成了一种字形语言，独一无二，因为他们是基于SND的表演者。” “这个项目的目标是以个人的和特定于SND的方式模仿动作和舞蹈，” Gretel SND项目的设计负责人Elaan Bourn说。“通过创建一个形式的图形库来表示和抽象Stefanie作品的前卫，当代和充满活力的本质，我们能够形象化品牌重塑的精神。” 和谐层 “从一开始，我们就意识到如何为舞蹈意大利创造第二语言，用不同的语气，但它与SND共享DNA，“ 哈恩说。“我们想确保这个品牌的所有层次都能独立和谐地工作。” 为了实现这一目标，格雷特发挥了负面的空间和色彩，将SND和Dance Italia联系在一起，同时保持它们的分离。SND的柔和柔和，坚固的执行方式为母公司提供了更复杂，更精致的视觉效果。轮廓形式带有鲜艳的黄色，可以进行更有趣的构图，有助于模仿意大利舞蹈教育计划的精神。SND的创始人，最高设计标准Stefanie Nelson评论说: “我们与Gretel配对，以调查我们公司的核心价值，并在我们的宣传材料中以艺术方式反映出最高设计标准。由此产生的作品是对我们过去的美好视觉反映，也是我们未来的战略跳板。“。这种对SND品牌重塑的整体方法表明，深度战略方法如何将文化品牌的艺术美学与高度功能的设计结合起来，以清晰、有效地联系起来，真正与长期的顾客和新观众在一起。哈恩说: “我们为这次更名创作的作品非常适合SND -- 它符合斯蒂芬妮的个性，也说明了她工作的本质。”正因为如此，在公众有机会观看表演之前，他们将对SND有更直观的了解。“。斯蒂芬妮·纳尔逊舞蹈团和意大利舞蹈团的品牌重塑将在未来几个月内通过数字接触点和所有宣传材料推出。

设计工作室Gretel模仿舞蹈公司重塑品牌中的运动

案例简介：Design studio Gretel today unveils its rebrand for the NYC based Stefanie Nelson Dancegroup in advance of the group’s 20th anniversary. The rebrand by Gretel centers on a new design language that captures the unique movement style of SND. It’s fresh but classic, flexible but singular, and offers a brilliant blueprint for how a cultural organization’s artistic work can be translated into smart, adaptable design and branding systems. Reflecting art SND reached out to Gretel in 2019, looking to increase their presence in the NYC arts world and more clearly connect the dots between SND and its highly successful sub-brand for the dance program, Dance Italia. Gretel, known for its work for global brands including Vice, Netflix, and Nike, brought a commitment to deep strategy and design excellence to the project. Gretel founder Greg Hahn says: “Whether designing for a cultural institution or a global tech brand, we’re always looking for work that’s unique, beautiful, and above all, true to whoever we’re designing for. Even for a smaller client like SND we provide valuable insights into the way their business is operating, the way they present themselves to the world, the way they speak, on top of providing a unique identity.” Symmetry and asymmetry To form the backbone of the brand, Gretel designed a library of abstracted graphic forms based on SND’s expansive collection of archival performance photography. Hahn says: “We were drawn to the tension between elegance and awkwardness in Stefanie’s work: Quiet meditations and explosive movements. Symmetry and asymmetry. Hard and soft forms. Even in still photography you could sense all of this.” Using a combination of hard and soft lines which echo the dancers’ movements, Gretel created a language of shapes as the basis of the flexible but firmly-rooted identity. “The shapes can work to supplement or enhance a photo,” says Hahn, “and on their own they become a language of glyphs, unique because they’re based on SND performers.” “The goal for this project was to mimic movement and dance through the design in a way that is personal and specific to SND,” says Elaan Bourn, Gretel’s design lead on the SND project. “By creating a graphic library of forms that represent and abstract the edgy, contemporary and energetic nature of Stefanie’s pieces, we were able to visualize the spirit of the rebrand.” Harmonious layers “From the beginning we were conscious of how to create a secondary language for Dance Italia, with a different tone of voice, but which shares DNA with SND,” says Hahn. “We wanted to make sure that all of the layers of this brand could work on their own as well as harmoniously.” To achieve this, Gretel played with negative space and color to link SND and Dance Italia together while keeping them separate. A muted pastel, solid form execution of SND allowed for more sophisticated, refined visuals for the parent company. Outline forms with a vibrant yellow allowed for more playful compositions that helped mimic the spirit of the educational program of Dance Italia. Highest design standards Stefanie Nelson, founder of SND comments: “We paired with Gretel to investigate core values of our company and have those reflected artistically to the highest design standards in our publicity materials. The resulting work is a wonderful visual reflection of our past and a strategic springboard for our future.” This holistic approach to the SND rebrand shows how a deeply strategic approach can marry a cultural brand’s artistic aesthetic with highly functional design to connect clearly, effectively, and authentically with long time patrons and new audiences. Hahn says: “The work we created for this rebrand is so fitting for SND – it suits Stefanie’s personality and speaks to the nature of her work. Because of that, the public will have a more intuitive understanding of SND before they have the opportunity to see a performance.” The rebrand of the Stefanie Nelson Dancegroup and Dance Italia will be rolled out in the coming months across digital touchpoints and all publicity materials.