Royal Academy of Dance
An original take on a classic theme
The Royal Academy of Dance is one of the world’s most influential dance education organisations. The RAD had previously taken a traditional approach to producing its prospectuses, combining classic typography with conventionally staged performance photography. Having decided that the time was right to create something more modern and forward-thinking, our client asked us to devise a document that presented traditional RAD values in a new and dynamic way.
Working with photographer Tim Cross, we chose to contrast the elegance of the dancers with a harsh, urban backdrop. This enabled us to create a prospectus with bold, uncompromising typography and liberal use of white space, punctuated with fluoro ink printed on a rough, uncoated stock. The 2017 prospectus represents a total contrast to all previous RAD publications.