Targeting culture-lovers of all kinds, the poster campaign for dance festival ‘Dance X’ appeals to viewers of various dance genres and attracts both local and international audiences. It’s a chance for dance companies to reconnect and celebrate their achievements together. The design reflects a commitment to simplicity and clarity in communicating the essence of Dance X.

The festival, hosted at the Arts Centre Melbourne and The Australian Ballet, features performances by nine Australian professional dance companies. It aims to showcase the diversity of the national dance community and serves as a reunion for the dance community post-COVID-19.

I created a unique and original image for this campaign, handling everything from set-up and photography to editing. The hero image and texture is a long-exposure photograph of lightweight, repurposed textiles. The image captures a sense of movement and ambiguity, representing flowing costumes, fire and water, stage lights, or dancers in motion. Its dynamic feel is enhanced by a non-linear heading in the grid system.

This style aligns seamlessly with the hosts branding, avoiding clashes and respecting the existing identities of all participating companies .The design, initially an A3 poster, is versatile—suitable for street posters, bus stop signs, digital screens, and festival merchandise.

The poster serves multiple purposes: sparking interest, increasing touchpoints with the festival, providing event info, reminding people to buy tickets, and potentially boosting ticket sales.

With a broad appeal to culture-lovers of all kinds, the festival caters to diverse tastes, spanning Classical, Contemporary, Indigenous, Physical Theatre, and more. It engages regular and new audiences, both local and international, fostering an inclusive celebration of the rich tapestry of dance genres. For the dance companies involved, Dance X becomes a poignant platform to reconnect, share, and collectively celebrate their artistic achievements, marking a momentous cultural resurgence. The design stands as a testament to simplicity and clarity in effectively communicating the essence of Dance X.