06 VDF Dance Festival Series

The VDF (Victorian Dance Festival) project is a series of posters and cards that I completely reimagined and redesigned from the current VDF. The aim of this project was to take an existing brand and turn it into something completely different through design. So rather than focusing on the ‘young exciting hip dance’ direction that the current VDF prides itself on, instead I took the perspective of a conceptual and modern dance studio. To achieve this, I found beautiful images of dance groups and through gray scaling, cloudlike edits that are designed to emphasize the movements and poses in the dance, and a selection of muted yet impactful colours with a clean humanist typeface to go with them, a simple yet effective and highly conceptual work was created.

This project allowed for the pairing of interesting editing with unique colours to create a completely different feeling to what the festival normally strives for and this exploration also allowed me to truly experience what it was like to rebrand a collective from the design perspective.