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Minuit Quelque Part
By : Kabane agence de marques inc.
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update : Silver Certification
Categories : Brand Design / Logo Design : Bronze Certification
The objectives and how they were achieved
For the show Minuit quelque part, orchestrated by Mickaël Spinnhirny, the objectives were to democratize contemporary dance and convey an irrepressible desire to move in one’s own way. The graphic universe of the launch visual had to reflect this energy.
The radiance of light and the colorful representation of joy evoking a nocturnal celebration are the basis of the creation. The graphic language expresses the luminous glow seen at night, the multiple possibilities, the impromptu encounters, the passage of time just like perpetual midnight.
With an energizing, vibrant color palette inspired by the colors of night combined with neon colors and a distinct show title treatment, the graphic universe evokes the fluidity of bodily movements. A genuine invitation to join the dance.
Design challenges
To convince presenters to integrate the show into their programming, the artistic direction of promotional pieces must be conceived even before a choreography is sketched out. Inspiration comes from the concept of the show, the feeling you want to evoke. How do you convince people to join the party? That’s the question that design has to answer.
Technological and/or material innovations
It was mainly through the play of light that the design took shape. The play of light and shadow, as well as color, define the energy of the rendering. Color gels and shadow masks were employed during the shoot, to generate inviting contrasts.
Social and environmental impact and for products: dimensions, materials, manufacturing techniques, manufacturing process.
The social impact is present in the very mission of the show, i.e. to democratize dance, democratize art. The uninhibited, fluid approach of the design conveys this aim. The entire design is an invitation to move, to discover and to be carried away by dance.
