Bienal Sesc de Dança identity, designed by Jorge Romanos and Naíma Almeida
Sesc is a non-profit cultural institution with units all over Brazil. The Sesc Dance Biennial is a contemporary dance event that happens every two years in Campinas, the city and county in São Paulo state.
This edition of the Biennial explored the frontier between dance, theatre, fashion, and the visual arts, so our aim was to escape the usual interpretations associated with dance. Our client also wanted to somehow incorporate the city of Campinas in the visual language.
Our solution was the use of circular objects interacting with dancers to materialise the trajectory of body movement. Just as the festival questions the limits of dance, the graphic result plays with the limits of design by incorporating the main visual element into photographic scenery.
The Bienal de Dança logo was previously created by designer Rogerio Ianelli. Rogerio’s design was the initial stimulus for us to think about the main element of our identity: the circle.
We began to observe the basic movements of the body, noticing that the trajectory generated circular forms. Our idea was to transform this movement into an object that could be wearable and interactive, so we tested various cuts and proportions.
As our idea was to show interaction with the historical background of the city, we experimented by using the circular objects in photos, walking through our neighbourhood and capturing various poses. Naima did the posing, with photography by Jorge. It was really fun!
After the idea was approved by the client, we produced the photos and video with a great team in the city of Campinas, this time with professional dancers. The locations in the photos are points of reference within the city.
Deliverables included the catalogue, schedule program, invitation, and other promotional items. The project lasted two months from the briefing to the Biennial launch event.
Design and art direction by Jorge Romanos and Naíma Almeida.
Photography and film by Érico Toscano and Aline Lata.