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Bēhance

New York Live Arts Identity

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  • New York Live Arts Identity
  • The Challenge

    When two giants of the New York dance scene came together the resulting brand had to stand out from the crowd. NextBigThing were challenged to create a new identity that would create differentiation against the established players whilst capturing the essence of the new organisation.


    The Solution

    Strategically creating an organisational model that focussed on the cross genre collaboration of artists, we created a brand language that reflected this collaborative approach and renamed the organisation New York Live Arts. The resulting brand marque captured the energy and dynamism of the new organisation, and neatly illustrated the core proposition of convergence - bringing talent and ideas together.


    The Result

    New York Live Arts launched with a print and viral advertising campaign based around the aspirations of the people in the organisation, supported by a new website and a redesign to their downtown theatre and studio spaces. The brand goes from strength to strength and continues to be one of the most talked about arts organisations in the city...


    “New York Live Arts... alters the contemporary dance landscape in New York”

    The New York Times.
  • Brand Mark
  • Programme Identifiers
  • The brief was to create a new brand following the merger of two New York dance organisations, Bill T. Jones/
    Arnie Zane Dance Company & Dance Theater Workshop. The new organisation required a name, visual identity
    and strategic positioning that would differentiate it from its competition and would work across all media.
  • Brand Landscape
  • Inaugural Season Brochure
  • Merchandise Notebooks
  • Premiere Gala Invitation
  • Membership Cards
  • Stationery
  • We positioned the new organisation as synonymous with creative collaboration between dance and other arts,
    naming it New York Live Arts. The logotype graphically depicts convergence of genres, capturing the energy and downtown edge of the brand. This core thought was threaded through the brands typography, programme identifiers and advertising materials to create a distinctive brand language.
  • Website