35 YEARS CELEBRATION by Hardy Design for GRUPO CORPO

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35 YEARS CELEBRATION

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Industry Shows, Events & Festivals
Media Design & Branding
Market Brazil
Agency Hardy Design
Creative Director Mariana Hardy
Designer Guilherme Athayde
Released August 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: GRUPO CORPO
Product/Service: DANCE COMPANY
Agency: HARDY DESIGN
Date of First Appearance: Aug 27 2010
Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL
Creative Director: Mariana Hardy (Hardy Design)
Designer: Guilherme Athayde (Hardy Design)
Account Director: Cynthia Gambogi Massote (Hardy Design)
Account Manager: Alessandra Moravia (Hardy Design)
Graphic Producer: Michele Cantini (Hardy Design)
Media placement: Environmental graphics for exhibition - Belo Horizonte, Brazil - 27 August-3 October, 2010

Describe the brief from the client
One of the major Brazilian contemporary dance companies, Grupo Corpo, decided to launch a commemorative exhibit of photographs (by Jose Luiz Pederneiras) illustrating their 35-year-old-history.

They wanted an identity and graphic environment to match the exhibition, conceived by curator and fouder of the group Paulo Pederneiras. As their history is already long and they have an enormous multiplicity of choreographies (34 already in more than 2,200 pieces), we had to be synthetic, and without focusing on any particular production.

Describe the challenges and key objectives
Further than creating an elegant and synthetic identity, the curator demanded a minimalist approach, since this is his style. How to do that with so many pieces to represent?

Describe how you arrived at the final design
The solution came from their last piece, Ímã, that explored the use of shades of colours in their scenario. Images of the scenario were in the first room of the exhibition. We brought together the visual richness of their entire trajectory by merging colours. The font was inspired by the tubular installation in the second hall, and the logo was filled with a colour movement.

Give some indication of how successful the outcome was in the market
With viewers of 10,000 people, the exhibition was one of the most visited and prestigious in the city of Belo Horizonte, Grupo Corpo's headquarters/hometown.