Bangarra Dance Theatre Australia

brand identity, brand architecture, campaign creative, environmental, strategy

The objective was to create artwork as stylish and symbolic as this beloved Australian Indigenous arts institution. MAXCO sought to retain the iconic group’s respected sense of place, while transforming it into a bold and fearless brand that would continue to resonate into the future.

Working closely with Creative Director Stephen Page, MAXCO delivered a new brand and campaign in mid-2011 and went on to win the entire, creative account.

MAXCO began by stripping back the outdated brand ID and produced a contemporary stylised lower case ‘b’ and an organic tracery that artistically suggested the marks of a dancer’s feet on clay.

The new ID draws powerfully from a sense of continuance, evoking the company’s strong ancestral, connection to country.

The new Bangarra brand was universally adopted with great admiration and was rolled out across all forms of media, {including flags displayed throughout the city of Sydney; around the surrounds of Sydney’s iconic Opera House; outdoor posters in Melbourne; and it was even included in the Commbank’s advertising campaign}. The new branding rapidly brought the company up to a realised level of awareness, and a new audience.

MAXCO developed this campaign for Bangarra with a very sparse creative brief. Through extensive research, bespoke photo-shoot and art direction to the enhancement of that shoot, the highly successful national campaign evolved.

This campaign helped Bangarra in achieving its all time record box-office sales of $1.3 million, audience growth at 34% nationally and the Sydney Opera House season of Patyegarang extended by a week.

social assets, Sydney Opera House digital assets, A format posters, Avant Card, city banners, Sydney Morning Herald print advertisements, outdoor advertising, The Australian advertisements, full marketing doc/guidelines, Sydney Opera House on-site signage, performance program, CD wallet, Sydney Morning Herald digital assets, Google digital assets, static & animated digital advertisements, Arts Centre Melbourne Collateral.

The Lore campaign was deliberately stripped back to pay emphasis to the ideal of story-telling through movement. We enlisted a new photoshoot for this campaign as we wanted to work closer with the organic nature of dance and movement.

social assets, Sydney Opera House digital assets, A format posters, Avant Card, city banners, Sydney Morning Herald print advertisements, outdoor advertising, The Australian advertisements, full marketing doc/guidelines, Sydney Opera House on-site signage, performance program, Jetstar advertisement, kiosk decal, CD wallet, Sydney Morning Herald digital assets, Google digital assets, static & animated digital advertisements, Arts Centre Melbourne collateral, Melbourne sky breakers.