Big Pulse Dance Alliance is a partnership of 12 dance festivals across the European Union. They came to O Street to help them unite under one brand.
The alliance is brought together by their shared aim of developing and strengthening the contemporary dance sector.
Image courtesy of Vojtech Brtnicky, Tanec Parah Festival
The brand needed to clearly showcase their emphasis on contemporary dance and their creative, diverse and inclusive attitude to the art sector. An extra challenge was to create a flexible identity to work across each country’s audiences and contexts.
Our first step was simplifying the public-facing brand name to Big Pulse. After a robust round of creative, the team settled on a logo design which combines the B and P in a dynamic wave of movement.
With the launch video as one of the top priority brand touch-points, we considered motion as key part of the identity from the very initial development stages.
The pulse then carries the brand by working across different applications, with a variety of styles.
Image courtesy of RJ Muna, Dublin Dance Festival
The brand acts to clearly showcase their emphasis on contemporary dance and their creative contribution to the art sector. The wave and diverse colour palette make for a flexible and relatable identity that is easily integrated across each country’s audiences.
Image courtesy of Luca Truffarelli, Dublin Dance Festival
Alongside the core brand assets and video we designed the launch website and delivered a style guide document that enables consistent ongoing application of the brand.
A more recent application of the brand was the was the welcome pack for the 2022 Intensive Residency that Big Pulse hosted in Drakamollen, Sweden. An inspiring week of speakers, discussions and practical activities served as creative fuel for its participants.
We contrasted the bright colours and high energy of the brand with clean type layouts, allowing the pulse to be an expressive element on the page. This energy was reinforced with simple elastic loop binding in different brand colours, a cost effective choice that allowed for the booklet to be easily dismantled, shared and pinned up by participants, taking on a unique form for each reader.
“The branding created by O Street has brought Big Pulse to life and has given us the tools, not only to promote our network, but to spotlight artists, engage audiences and grow contemporary dance across Europe.” – Ruth Riordan, Big Pulse Dance Alliance
