Dans <3 Stockholm
Branding and identity design for Stockholm’s largest contemporary dance festival, Dans.
Dansens Hus is Sweden’s largest setting for contemporary dance. In early 2013, they called Snask to create branding and identity for their new four day international contemporary dance festival called Dans (“Dance”).
Our ambition sprung from the idea to make contemporary dance feel experimental, playful, and open rather than unapproachable, serious, and exclusive. Our approach was to create a colorful and human design that would spark inspiration in others to experience and talk about contemporary dance in a comfortable, joyful way. For the first festival, Snask designed the graphic identity, graphic guidelines, catalogue design, brand tone of voice, and produced of various branded materials including ads, posters, festive balloons and other festival essentials.
When the Dans festival opened, Stockholm, Dansens Hus and its collaborators proudly presented an International Dance Festival worthy of its name. The festival was an instant hit and Dans <3 Stockholm is now an annual affair in Stockholm that gets everyone on their feet.