Branding :: artwork

Ethnic Dance Theatre: 30th Anniversary Artwork & Apparel Packaging

This respected performing arts ensemble wanted to celebrate its 30th anniversary with a new look. EDT's new brand required a fresh approach to traditional ethnic music and dance, which carries with it an unfortunate stigma in pop culture. The objective was to appeal to a younger, more hip audience without compromising the loyalty of its current audience, which tends to favor the traditional. The artwork—whose fresh colors and active motif reflected the boldness of the costumes, dance and music EDT is known for—was silkscreened onto t-shirts, which were packaged and assembled by hand with size-specific "belly bands."