Acting for Dancers is a unique dance methodology. The AFD Method instructs dancers in the powerful art of communicating a clear story throughout a performance. The founders of the AFD Method want to publish their signature methodology as a book. Additionally, after recognizing that the AFD Method should be an integral part of every dancer’s training, AFD aims to host dance workshops and conferences led by industry leading performers across North America.
Research—Understanding the AFD methodology, as well as the client as a business and service—Market research surveying young athletes, sports-parents, and dance studio owners reveals a common preference for clear communication, contemporary aesthetics, and a fun and educational overall experience.
Idea Generation—Concept—The AFD Method is based on the metaphysics surrounding extraordinary performance; it calls on participants to develop their imaginations in order to explore characters. The design concept is based on the faculty of imagining—the ability to form mental images or concepts of what is not experienced through our senses.
Mood Boards—Arrangement of references to visually explore the characteristics of different types of imaginative thinking (specifically fantasy imagination, empathetic imagination, and emotional imagination.)
Photography—Capturing a moment in time; showcasing a dancer’s feelings in one shot. Using black and white and faded, low opacity photos to represent the development of hypotheses when the imagination is engaged.
Colour Palette—A fresh colour palette injects a sense of youth in to the branding. The colours are eye-catching, fun, and attractive to the target audience.
Typography—Using clear and geometric Futura for headlines and decorative purposes. The humanist, Renaissance-inspired typeface Minion is perfect for Acting for Dancers. The classical style works well for an artistic brand, and it is excellent for extended reading.
Logo Design—Based on Futura, the logo utilizes acronymic letters precisely pared down to fine geometric shapes. The embellishment of a leaping dancer gives the logo context within the dance community.
Design—Relying on a structured grid system, material is intuitively easy to find for busy dance-parents on the go. Shapes from the logo are magnified and used throughout.
Book Design—The grid system is based on Tschichold’s perfect page.
Web Design—The responsive site tells the AFD brand story, provides a unique booking tool for customized workshop creation, and features an interactive map of past and upcoming events.
SERVICES—Design / Branding / Art Direction
CREDITS—Front End Developer: Eric Chau / Back End Developer: Emett Speer / Social Media: Sarah Brinson / Photography & Project Management: J. Alex Brinson
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