Boundless
Boundless is the brand identity created for Netherlands Dans Theatre using repetition and rhythm to communicate motion and time. Insights from Paul Rand, Ellen Lupton, and various designers were collected to develop the concept of Boundless.
3 Weeks Senior Experience Design Project
Client: Nederlands Dans Theater
Role: UX Design, Graphic Design, Prototyping, Research + Strategy
Team: Alfred Zhang, Alison Chan, Elly Wei, Maggie Chan, Sophia Lee
Background + Prompt
Our task is to create a brand identity for our client, Nederlands Dans Theatre. The finished product will consist of art direction, a design guidebook, and UI/UX artifacts.
Nederlands Dans Theater is a contemporary dance company that strives to enhance people's lives by creating and showcasing innovative collaborative experiences.
Process
1
Initial exploration
In our initial exploration of art direction, we extensively studied the work of Paul Rand and identified Photogram + Cut Outs as the graphic technique that we would like to expand upon. Drawing inspiration from this technique, we developed our problem statement.
How might we use photogram to freely express boundlessness of motion in time along with rhythm and repetition?
How might we utilize paper cut-outs technique to communicate a sense of freedom & motion in time?
2
Reframing the direction
After considering various options, we settled on using Paul Rand's Boundless as our primary Art Direction. However, we faced difficulties incorporating the techniques into our graphics. We soon realized that our problem space was limited, so we sought inspiration from other sources to create a Boundless that truly captures the essence of Nederlands Dans Theatre.
In our revised problem space, we propose using Ellen Lupton's design principles of repetition, rhythm, motion, and time to visually express the concepts of freedom and rhythm in Boundless.
3
Moodboard
We collected graphics and photos to analyze common elements for incorporating into our visual assets, to better comprehend the concept of Boundless.
We analyzed and found a structured grid with different reading directions created a contained and dynamic composition. We combined repetition, rhythm, and motion to capture the essence of Boundless. Handwriting was appealing for its lively and spontaneous nature and we explored using it as a 3D design element for more diversity in form and shape.
3
Design guidebook
Font Pairing
We chose a calm and effortless Neutral type pairing to describe Boundless. For the header and subheader, we used Aktiv Grotesk in our visual elements, while for the body copy and dates, we used Akzident Grotesk.
Additionally, we used Akzident Grotesk italic as a call to action. To emphasize a raw feel and motion in writing, we opted for a fine-grain texture with brush flow, balancing curvatures and rigidness.
Line repetition to create motion
The wave form is designed to capture the movement of contemporary dance, utilizing repeated lines as a graphic element that can be adapted to various outcomes.
Dynamic cutouts
Selecting the most visually dynamic artifacts and removing them from their environment strengthens the visual campaign and allows for flexibility in adaptation.
Final Artifacts
1
Homepage
The wave pattern on the page guides the reader's scrolling, while the image and handwriting interrupt the flow and invite a pause for reading.
2
Programme page
Instead of the typical vertical scroll on the homepage, we opted for a unique horizontal scroll to push the limits of the website's design. I also chose to incorporate wave motion to add fluidity and movement, disrupting the static grid of the layout and engaging the audience.
3
Electronic ticket
The mobile ticket design was inspired by the same concept and visual language that emphasizes the sequence of time, date, and show title. To keep the composition dynamic and maintain functionality, we created the ticket with different reading directions.
Reflection
Within a limited timeframe of three weeks, I learned to synthesize insights effectively and when to pivot from a tempered idea to steer the project toward a better direction.
During the initial research phase, I delved into Paul Rand's graphic methodology, which provided great insight into the final product and strengthened the visual campaign with the client's identity. I also was in charge of the Programme Page, where the interaction of the horizontal scroll would make it easier for the audience to view and compare the different Programme.
Moving forward, I believe there is room for improvement in this project, particularly regarding the website interaction and font pairing. Despite these challenges, the project provided an opportunity for me to exercise my graphic design skills and lateral thinking.