Creating a gravity defying identity for fearless dancers
Off The Wall Aerial
OTW Aerial is a dance company specialising in vertical dance. A form of performance where dancers are attached to harnesses high up in the air and perform on a variety of ‘vertical dance floors’.
Creative Director: Charlie Hocking
Designer: Flynn Baynes
Web Development: Sam Watts
We created an identity system that allows the company to own this vertical space. A solid stacked logo runs up and down the left side of all communications, whilst the rest of the identity ‘performs’ to the right of it.
The weighty logo is as much a logo as it is the route of the graphic system. Just like the wall, it acts as the anchor to the performance, vertically running along the page. On the one hand, it can be incredibly commanding and loud, and on the other, it’s soft, delicate and intricate.
Alongside the visual identity we created a single page website that allows users to travel down the logo as if they were traversing down the vertical wall with the dancers. Providing a lively scale for content to traverse, react and dance upon.