Bexs
The same brand in any currency
São Paulo Dance Company
A brand in motion
- Positioning
- Visual identity
- Editorial design
- Brand implementation
The São Paulo Dance Company is an artistic entity under the Secretariat of Culture and Creative Economy of the State Government of São Paulo, managed by the Pró-Dança Association. It stages major classical and modern pieces, ranging from 19th, 20th, and 21st-century works to contemporary pieces specially created by national and international choreographers.
Active since 2008, SPCD is internationally recognized for the artistic and technical quality of its work, operating in various areas: Performance Dissemination, Educational and Audience Engagement Programs, and a Dance Archives and Memory division.
However, its brand has not kept pace with the power and relevance of SPCD’s work. Additionally, the lack of a defined brand strategy has hindered decision-making and overall consistency. Therefore, we proposed contributing to SPCD, on a pro bono basis, to help strengthen its identity and enhance the recognition of its work by the general public.
To achieve this, we interviewed members of the board and management of the Company to create a brand strategy that aligns with SPCD’s multifaceted and inventive nature. This effort was complemented by a visual identity overhaul, which brought more lightness and versatility to its communication. Additionally, we developed an open color palette and subtle visual elements that balance the prominence of the performances with the brand’s presence in its communication.
With an updated expression and a well-crafted strategy, the São Paulo Dance Company can engage more dynamically with its diverse audiences, communicating across various forms, integrating into multiple contexts, and showcasing that dance can and should be a part of everyone’s reality.
“The exchange of ideas with the team during the revision of the São Paulo Dance Company’s visual identity led to important reflections on our positioning within the cultural dance landscape. It highlighted decisive directions for us to enhance the Company’s brand more assertively, aiming for greater audience engagement.”
— Inês Bogéa, Executive and Artistic Director SPCD
