ABOUT

House of Yösef is a contemporary dance and performing arts studio in the city of Leicester, England. The work they create focuses on the chaos of life, and all of its subtle obscurities and behaviours. From mental health, femininity and sexuality House of Yösef aim is to push boundaries and break down stereotypes around key issues.

Concept

The studio uses challenging themes as a way to place the audience in situations they may find uncomfortable, or unorthodox. They are taken on a journey from beginning to end which enlightens, amuses and educates them. From this I decided to create a visual language which in itself was abnormal. I wanted it to contain elements which felt awkward, an a visual language which guides the viewers gaze and takes them on their own journey.

Solution

The brand design takes reference from movement and spontaneous change often found within contemporary dance. Utilising earthy tones as a colour palette keeps the design grounded and soft, while the use of dynamic lines contrasts to create movement. The typeface was created to feel awkward and unusual to partner with the themes which are often showcased.
Ultimately Haus of Yösef is a celebration of the unorthodox. Why try to fit in when everything in the world stands out in its own unique way.