Client // Beyond Repair Dance
Reinvention and Expression
2010 finalists from Sky’s, ‘Got To Dance’, Beyond Repair Dance, came to Jérrard Wayne Creatives looking for an entire rebrand. With their distinct styling attracting attention in countries such as Malaysia and Japan, the director, Jane Coulston, wanted to make the most of their Cirque Du Soleil-esque aesthetic, incorporating it into a new brand identity – whilst positioning the contemporary dance company as an alternative to the many popular street dance troops.
In creating the new logo, we began by investigating the origins of Beyond Repair Dance’s style. With inspiration taken from steam-punk, as well as post-apocalyptic expression, BRD embody ‘reinvention’ as a concept.Back to top
Experimenting With Negative Space And Symbolism
Beyond Repair focus their live performance and styling around themes of post-apocalypse, so we began with that theme, and moved towards symbols of strength and protection. Each of our original concepts utilised the used of shapes and angles. We experimented with both negative space and symbolism.
Additionally, we looked at symbolising the actual term, ‘Beyond Repair’ and experimented with ideas of broken glass and mirrors. We provided the client with four different concepts, from which they chose one based upon the original brief.Back to top
Angular, Futuristic Symbol; Dynamic In Nature
Having considered the various concepts we proposed, the client opted for this angular, futuristic symbol as the most representative of their desired brand identity. Dynamic in nature, the symbol creates a feeling of movement whilst also alluding to a shield – post-apocalyptic protection. From sketch phase to final delivery, the concept required no amendments. Jane felt that the design was strong enough in single colour, as well as texture.
The logo is utilised across all the usual platforms; the business cards, the website, all printed marketing collateral, as well as their bespoke social media designs – reiterating a consistent brand message in all arenas.Back to top
"Parallel Universes: Somewhere Between Pristine & Derelict"
Beyond Repair Dance Director, Jane Coulston, when describing her vision for the dance company’s future image, used the quote, “Parallel Universes: Somewhere between pristine and derelict.”
We were commissioned to create some bespoke, intricate artwork for BRD to visually express that idea. This creative artwork would become a part of the brand as it visually embodies what the dance company represent.Back to top
Contrasting Visuals; Organic Beauty / Industrial Elements
Using the idea of ‘reinvention’ as BRD’s core message, we set about creating contrasting visuals; organic beauty mixed with harsh, industrial elements.
Beginning with a professional creative photo-shoot, we created the full artwork using Photoshop, Cinema 4D and Illustrator.
Founder, Jane, was keen to demonstrate the risks that BRD take with their bodies, expressing the fact that there is no illusion in their performance, whilst celebrating their strength.
To demonstrate this, we created images of BRD dancers with exposed muscles – in some cases, under the skin, robotics are visible.Back to top
Strong Mechanical Movement
We created two pieces of artwork, both evoking different moods, but using the same subjects. Both pieces of artwork display the dancers in different environments, but offering the same type of vision – the perfect balance between delicate natural beauty and strong mechanical movement.
The two images can be found on BRD promotional material, social media sites and as the focal banner on their website. Designed with the time change of dusk and dawn, the images change to suit the time of day.Back to top
Visually Arresting And Functionally Unique
Beyond Repair Dance had no website presence when they first came to Jérrard Wayne Creatives, but the client knew exactly what she was looking for.
Visually arresting, complicit with the new brand and creative in its use of colour and images, the aim of the website was to raise brand awareness, give fans a place to go to keep up to date with events and generate new business.
We began this process with an analysis of BRD’s top competitors in order to first establish what they were up against, as well as how the industry positions itself.Back to top
Fantasy-Lead And Mystical
The website would continue in the same vein as the fantasy-led and mystical feelings evoked by the new branding. As the client was really pleased with the textured version of the logo, that metal, rusted finish would be used of throughout the website.
The design would set the website apart from its competitors through intricate features such as images of dancers protruding the boxy layouts that most websites are defined by. In addition, the concertina menu really brings the website to life.
The colour palette is based around deep, warm colours that compliment the rusting metal and stick to ideas of post apocalypse. However, the website is really brought alive by the creative artwork which is set to time, and changes colour depending upon the time of day.Back to top
HTML, JQuery And SEO Considerations
The website was built predominantly using HTML to allow for SEO as well as light code, since the website is hugely image driven, which could otherwise affect load times.
The client was extremely pleased with the final website and no amendments were requested.
The website address is http://beyondrepairdance.comBack to top
One Chance To Make A First Impression
Once the new BRD brand had been defined, and the creative artwork was complete, the client wanted to continue the new aesthetic across her printed marketing collateral.
You only get one chance to make a first impression and being in such a competitive field, BRD wanted to ensure that they really made an impact. With that in mind, we were asked to create business cards that would really set them apart from the crowd.Back to top
Creative And Visually Arresting
In order to make the business cards as creative and visually arresting as possible, we utilised the photography, originally taken for the purpose of the creative artwork.
The strong aesthetic of the original photography, combined with vibrant colours and the new logo, offers a completely new image for BRD. It also ensures that the new brand message of fantasy and mystique is maintained throughout.Back to top
Highly Visual And Immediately Engaging
The business cards were designed to be highly visual and immediately involve their recipients. The use of bright and warm colours was intentionally used to engage attention and be memorable.
The designs were printed on a 400gsm luxury matte laminated stock with rounded corners, which gives the card a clean and professional image.Back to top
- Client: Beyond Repair Dance
Photography: Charles Turner