The rebranding of DANCE4 has been a particularly rewarding project for Absolute Zero Degrees, both strategically and creatively. We very much appreciated the collaborative approach of the DANCE4 management team and, through a series of workshops, we were able to get under the skin of the organisation and the communication challenges it faced. Strategically, the whole team agreed that it was important to retain DANCE4’s bold, provocative edge. But in light of its future ambitions, and particularly its plans to build a new creative hub for east Nottingham, the DANCE4 brand required a more credible and established platform from which to reach a broader range of stakeholders.
Creatively, this manifests itself in a distinctive new visual identity, including a bespoke logo and a vibrant new colour palette. Our analysis of the existing brand communication highlighted that there were too many sub-brands operating, resulting in a weakening of the core DANCE4 brand. Our recommendation was to simplify and focus on DANCE4 as the brand delivering a diverse range of production, research and youth programmes. The “DANCE4 PRESENTS” branding holds everything together within the family. In addition, the visual communication will focus more on dance as an artform – the foundation of DANCE4’s purpose as an international centre for the development of extraordinary 21st century dance.
As part of the rebrand, we created the name and brand identity for the new space that the group will be moving into. The new SPACE4 branding has strongly recognizable links to its sister brand DANCE4, both in its nomenclature and logo treatment, whilst evoking the building’s broader remit to act as a new cultural centre for the east of Nottingham.