Laban
We helped reposition Laban Dance Centre as a world leader in dance as it moved to a stunning new Herzog and de Meuron building in Deptford, South London, in September 2002.
Working closely with the architects, and in consultation with dancers, teachers and choreographers, we developed a brand strategy built around the idea of ‘the body and spirit of dance’. This idea was expressed in a distinctive visual style based on a photographic device or ‘Lumen’ that reflected both the transparent colours of the building and the fluidity of the dancers within.
The bold move away from a focus on images of dancers broke the mould for contemporary dance and created a coherent brand architecture for information and signs as well as a distinctive tone of voice for all other communications. To ensure the new brand strategy was understood and shared by all employees before the building was opened to the public we also developed an internal launch communications plan.
The building won the 2003 RIBA architecture prize and was complimented by the judges for the clarity and integration of the new brand identity across signage and communications material.
Design by: Wolff Olins