John Mead Dance Company

John Mead Dance Company is known for its acclaimed dance performances. Formerly known as MI Arts, there came an opportunity to refresh and strengthen its brand image when the studio changed its name formally.

Design At the heart of John Mead Dance Company is the 'dance company' — a synergistic cast of professional dancers. With this insight, we created a differential and non-static visual identity system, expressed in a dynamic typographic treatment that easily evoke the delight of a company of dancers.

The logotype layout changes in each instance of the identity applications. These letters are akin individual dancer performing in group synergistically.

Stationery This 'dancing' visual identity is expressed consistently throughout all the brand collaterals, from stationery, performance poster to website in digital animation form.


Website The website is an ideal platform to fully express the essence of the brand identity. Juxtaposed against a series of beautifully shot performance imagery, the overall identity evokes the delight in the dance performances.