John Mead Dance Company

John Mead Dance Company is known for its acclaimed dance performances. Formerly known as MI Arts, there came an opportunity to refresh and strengthen its brand image when the studio changed its name formally.

Idea At the heart of JMDC is the 'dance company' — a synergistic cast of professional dancers. With this insight, we created a differential and non-static visual identity system, expressed in a dynamic typographic treatment that easily evoke the delight of a company of dancers.

The logotype changes layout in each instances of the identity application. The alphabets are akin individual dancer performing in group.

Stationery This 'dancing' visual identity is expressed consistently throughout all the brand collaterals, from stationery, performance posters to website in digital animation format.