UptoDance. Branding the first archive of Romanian contemporary dance

Brand Design
Brand Strategy


The main initial challenge

We were challenged to come up with a name and identity for the first Romanian contemporary dance archive and be relevant for Romanian dance fans as well as for foreign collaborators of CNDB (The National Centre of Contemporary Dance).

Our Strategic solution

We mixed English and Romanian in the name and brand rethorics and created a plurivalent identity, tracking the changes of contemporary dance in Romania through time.

Our Strategic solution

A mix of fonts, motion and beautiful archive pictures make up the visual ground for this new ambitious project.