Open Look is the oldest festival in Russia dedicated to contemporary dance. Once upon a time, contemporary dance was a trend for the “chosen ones”, “knowledgeable”, “not for everyone”. The founders of Open Look decided to change the situation and make contemporary dance accessible to a wider audience. The name of the festival reflects its purpose: to openly tell and show the direction of contemporary dance, changing the view of this complex art. Thanks to the careful attention to the connections between people – dancers, spectators, organizers – the event has become a landmark for St. Petersburg and the world dance scene as a whole. This year, we developed a style for one of the most important dance festivals in Russia.

Client’s task: to develop an identity for one of the main events in the world of contemporary dance
Identified problem: it was necessary to find a solution that is easy to scale and at the same time conveys a creative approach to the festival
Composition of works: corporate identity

Creative Solution
Contemporary dance is deep stories. The main instrument of a dancer is his body. The main instrument of a storyteller is words. This is how the metaphor of “body language” was born, which helped us find a connection between the structure of the letters and the movements of the dancers. The style is based on the corporate alphabet, where we gave the letters the plasticity of dancers. From the very beginning of the style, the logo meets us as an ensemble, made of tightly packed words Open Look. This is how we convey the main value of the festival – the connection between people. And then the style begins to come to life, because now the letters are endowed with the ability to dance. They line up in groups, dance chaotically, solo and form unusual compositions. A dance festival where stories come to the forefront of the stage. Thanks to the introduction of letters, the identity allows you to accurately convey emotional messages, and turning them into dancers makes the style bright and lively.