ABOUT

The Challenge
Award-winning theatre and movement director, choreographer, and performer Greta Mendez required print and online marketing materials to showcase her work to both fans and industry peers. The design needed to reflect her artistic flair, inspirations, and elegance, while also being versatile enough to support multiple projects. The challenge was to create cohesive branding for her various works while maintaining a unified and polished visual identity.

The Strategy
The strategy involved developing distinct yet complementary brand identities for Greta Mendez’s upcoming projects: Once Were Dancers, Dance Invisible History, and AH! Hard Rain. Each project required unique elements that spoke to its specific themes, while the overall branding would emphasise Greta’s elegant and artistic direction. I focused on designing materials that highlighted her work’s creativity and sophistication, ensuring that both the print and digital formats were in harmony.

The Execution
I conducted a discovery workshop to gain insight into Greta’s vision and artistic influences. Using these insights, I developed the brand strategy and visual identities for the three projects. I designed a multifunctional A5 leaflet that unfolded into an A3 poster, ensuring it captured attention both as a print piece and as a promotional item. I also created social media icons, digital artwork, and other branded collateral to ensure consistent messaging across all platforms. For the website, I collaborated with web developer Brent Budhooram to bring the design to life with backend coding and development.

The Outcome
The marketing materials were well-received, with the brand identities successfully reflecting the artistic nature of Greta Mendez’s work. The designs were elegant, yet bold, with each project’s branding standing out while maintaining a cohesive aesthetic. The A5 leaflet that unfolded into an A3 poster was particularly effective in creating a dynamic visual experience, while the digital assets ensured the branding was consistently represented across online platforms. This marketing campaign helped Greta Mendez effectively engage with her audience and industry peers, expanding her visibility in the arts community.