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.
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.
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.