Creating New Connections To Dance, From Elite To Street
Established by NZ Arts Laureate, Shona McCullagh, the New Zealand Dance Company is the country's first national contemporary dance company. The company exists to 'Create New Connections to Dance' by being a hot bed of creativity, collaboration and local talent. Working to grow the audience for dance and create a framework that sustains the industry and dance professionals long term. As a founding sponsor Designworks has worked closely with company to crystalise their strategy and create a brand ready for their inaugural August 2012 show, The Language of Living.
New Zealand Dance Company
The mark highlights the idea of creative collaborations – an empty stage to be filled with expressions of movement. With a dynamic display typeface always set at a 14 degree angle, the same as our stage graphic, a distinctive and consistent system emerges. The graphic works, a mix of different styles, mediums and methods, (including typography, image and animation) are created by designers and creatives within the wider NZDC community. Resulting in a dynamic suite of identities, each an 'expression of movement', allowing the brand to be diverse, energetic, ever-changing, organic and free, mirroring the diversity of the dance works that overtime the company will produce.
The brand works to stage contemporary dance in new ways – that are highly engaging and unexpected. Helping give dance new relevance and to engage new audiences for dance, from its elite to street forms. As the company's vision has gained momentum it has also been recognised by Creative New Zealand, with a grant of 1 million dollars over two years, to establish the company as well as securing foundation partner, Westpac, for a three year partnership on top of ongoing support from The Edge.