What role does mythology plays in our humanity? Told from the lens of technology, mythology is described as a projection of our innate fear and anxiety; created to explain the unexplainable.
[ Martha Graham Dance Company ]
Design/Type Integration Design
[ Graphic Movement ]
Martha Graham, a pioneer within contemporary dance and her well-renowned studio are featured within these graphic campaigns.
Expressive forms mirror that of their human counterparts within dynamic compositions, giving viewers a captivating sneak peak at the artistry within the walls of Martha Graham Dance Company.
[ Executive Summary ]
Martha Graham is recognized as a pioneer within her field, completely revolutionizing the art form with her unique technique that, “built a vocabulary of movement that would ‘increase the emotional activity of the dancer’s body.’”
Through her dancing and choreography, she revealed, “the depths of human emotion through movements that were sharp, angular, jagged, and direct.” Graham’s artistic legacy lives on through her company and school, which applies the same approach with every movement made by the dancers.
[ Challenge ]
Emotive movements are the brand’s most defining feature. The choreography uses the human body as art, the dancers extensions of primal emotions. How can this be conveyed within the design of an advertising campaign?
[ Solution ]
Handdrawn lines follow the form of the dancers to emphasis. All elements, the photography, graphics, and typography work together to create a dynamic piece that intensifies the sense of movement within the compositions.
A CYMK color palette provides the implication that the dancers are a form of art, just as much as the typography and graphics.