Royal Academy of Dance

2020 – 21 Prospectus

A centenary celebration – part two

How do you celebrate a milestone year through a prospectus? The Royal Academy of Dance (RAD) asked us to do just that when they commissioned two consecutive publications to promote their educational offer, while also marking their centenary and their 2021 move to new premises in Battersea.

Our HEIST-nominated 2019/20 Prospectus, the first in this series, teased forthcoming events with dramatic images of backlit dancers and the use of a silver foil bringing a hint of celebration to the document. For the 2020/21 anniversary edition, we needed a concept that would build on this sense of occasion without compromising the prospectus’s primary function as a student recruitment tool.

Working with Tim Cross, we photographed dancers moving towards a strong light source positioned just out of shot and representing the move towards a bright new future with the RAD. These hero images contrasted with understated typography and a liberal use of white space throughout.

Here’s to the next 100 years…