Rebranding | Animation
AWA by Baptiste Hilbert & Catarina Barbosa is a Luxembourg based dance company, (founded in 2015). After five years (2020) the duo, both professional ballet dancers and choreographers, decided that they wanted to change their brand identity and reflect a modern image connected with the future of performing arts. The idea was also to focus on the acronym AWA, dropping the full name. The dance company has the goal to create new places of movement by combining the choreographic art and latest technological innovation to reveal: “ourselves as we are”.
To break with the old image and to bring something new, we worked together with the dancer couple and shared all the creative process. We wanted to avoid organic & drawn letters, the same with figurative dance symbols, cutting the “expected” of this type of art. As an example AWA’s new performance show was all about innovation: A cameraman on stage dancing and filming at the same time, so their image had to reflect the same boldness – “change performing arts dimension”.
Movement and Innovation were the key words to draw the new typographic logo. An elegant & tall font in three dimensions was created, each letter with its position, representing a dancer/performer, like if after a big jump the letters stopped, suspended in the air, a “freeze moment”.
Following the brand identity, all the graphic language was inspired by the straight lines and the tridimensional aesthetic. Mirror texture was also something we wanted to attribute in the print and digital output, to translate the initials “AWA” – As We Are”.
The proximity and sharing at each stage of design creation between us, Maria Miguel and Maria Carlos was really incredible. For us as artists, it was even more interesting to be part of the creative process in this way.