Staging Brand Performance
Van Cleef & Arpels
L.A. Dance Project Inaugural Invitation Design
L.A. Dance Project is an artist collective founded in 2012 by renowned choreographer and dancer Benjamin Millepied, along with composer Nico Muhly art consultant Matthieu Humery, Founding Producer Charles Fabius, and Nicholas Britell. L.A. Dance Project’s mission is to create new work and to revive seminal collaborations from influential dance makers.
Working with Van Cleef & Arpels on multiple sponsored events, we reinvigorated the innovative heritage of the brand by engaging the cultural community with a dynamic, contemporary design of typography, image, materials, and production craft.
Cover
Using artistic director, Benjamen Millipied’s personal photography with simple 2-color printing of fluorescent orange and rich black supports the tension and drama of the dynamic figures. The fold-out invite format creates a sequence of carefully composed content stages, revealing more of the dancers’ form and event details.
Spread 1
Spread 2
Spread 3, centerfold
Listing all artistic collaborators emphasizes the caliber of the collective effort of the dance company and Van Cleef & Arpels sponsorship.
Spread 4, reverse
