Seattle International Dance Festival
Rebranding Seattle’s Premier Dance Festival
Branding | Website Design | Publication Design
The festival began in 2006 after Cyrus Khambatta, attended an Artistic Director Leadership training program with a grant from The Paul G. Allen Foundation and began to realize a long, stirring desire to connect audiences with dance through the festival environment. After 12 years, it was time to elevate their brand to match the quality of their performances.
A website that puts festival attendees first
At the center of their rebranding effort, we needed to reimagine their website from the ground up. We researched how their attendees purchased tickets and looked up festival performance dates. We developed a custom festival calendar and an intuitive interface that simplifies the ticket buying process down to just two clicks.
An identity in motion
In developing a completely new logo and visual strategy, we recognized that motion would be critical to every brand touchpoint. The logo and pattern system is made up of “paths of motion” that mimic a dancer’s movement.
Unified branding from digital to physical
To create a seamless experience from online ticket purchase to sitting in the performance hall, we were also given the opportunity to design all print collateral throughout the festival, including the program and posters.
Our solution
We developed a distinct color strategy that differs from any other existing arts festival in Seattle. Seattle is know for its blue and green themed sports teams, so we reinterpreted this idea of “the city by sea” with a more sophisticated and subdued palette. The earthy warm tones were inspired by the dancer’s bodies themselves, with varying shades of human skin tones.
Team Credits
Client: Seattle International Dance Festival
Branding and Website Design: Photon Factory
Website Development: Story 2 Designs
Photography: Stefano Altamura