Street cred brings confidence to champions of new dance

Dance Umbrella has been bringing new dance to London for around thirty years. The organisation and its Autumn festival more or less coined the term ‘contemporary dance’ and it has been one of its greatest promoters in the UK, commissioning new work as well as promoting international, adventurous performances. When Betsy Gregory took over as Dance Umbrella’s artistic director, we were asked to help find a new style that reflected its new outlook and sense of energy, the way that it introduces dance to the street and outdoor spaces in the city.

Competing for brand space

Very much collaborative in approach and style, Dance Umbrella works with artists, choreographers, dance venues such as Sadlers Wells, arts organisations and dance companies. So in their world, everyone is fighting for brand space as sponsors, co-producers, well-known artists and famous venues compete for position. Each year Dance Umbrella needs to make its mark for a short period of time in the London arts calendar, and create a buzz around the new productions as a cohesive collection of activities from one source. Given that there isn’t a permanent building associated with the Festival, which happens all around the capital, the way to do this is through the creation of a strong brand reflecting all that Dance Umbrella is about. 

Striking a pose

We have helped the Dance Umbrella team think through its presentational issues, particularly given the shift in direction from major venue-based work to more free-to-view and public experience work where the excitement of new dance is happening. Our work has given them a new visual identity and communication direction – a more credible ‘street’ feel that stands out in the crowded contemporary dance and arts scene. The result is a more confident-looking statement about the specialist, edgy aspect of Dance Umbrella’s centrepiece – the Festival – and a style that matches the bold, brave work that they introduce to London on an annual basis. They’re now poised and ready to continue the great tradition they’ve created.