Founded in 1991, Gibney Dance has long existed at the intersection of dance and social action, values which have remained an integral part of the organization through the years. With the physical expansion to a new space, Gibney needed to present a more streamlined, user-focused identity.
We rethought the organization through a deeper understanding of Gibney’s community—all the individuals that contribute to, benefit from, and participate in Gibney activities, and a brand platform, based on the transformational power of movement, resonated. Movement, not only physical but also emotional, spiritual, and political, is integral to all the activities Gibney undertakes.
We approached visualizing this concept of movement, opting to manifest it through line patterns. A flexible system was devised to tackle the vast spectrum of materials requiring consistency, from internal communications, to season catalogues, wayfinding, and a wholly rethought website.