GRUPO CORPO: 35 YEARS CELEBRATION

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.