The Challenge

Dance is all about movement; it needs extra effort to illustrate in still form. So there was an extra challenge in a Brimbank community centre’s request to communicate not one but three quite different dance styles on a single postcard.

Sydenham Community Centre wanted to promote a community event as part of Cultural Diversity Week. Belly dancing, Latin dancing and Bollywood dancing would all be taught. They wanted all these dance styles conveyed via a logo and postcard invitation. We needed to emphasise the ‘fun’ nature of the event, avoid stereotypes, use illustration only (no photography) and work to a tight budget and timeframe.

The Solution

A disco ball, modernised 1970s font and emphasis on the word ‘disco’ allowed us to efficiently position the postcard as advertising a dance event. To this we added multi-cultural ‘rainbow’ colours and simple, icon-like characters dressed for each of the three dance styles.

The back of the postcard used a clean layout to communicate the details of the event. The final postcard met the requirements of both Australia Post and the Brimbank City Council communications department.