TYPOGRAPHY

TitleTYPOGRAPHY
ClientATAMIRA DANCE COMPANY
Product / ServiceTYPOGRAPHY
CategoryC02. Typography
EntrantSAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Entrant Company SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Advertising Agency SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND

Brief Explanation

Atamira Dance company is a New Zealand Maori contemporary dance company. Being of indigenous culture, the company wanted an identity that reflected their cultural heritage.

The Brief

Atamira Dance company is a New Zealand Maori contemporary dance company. Being of indigenous culture, the company wanted an identity that reflected their cultural heritage.

How the final design was conceived

We observed Atamira’s unique style of dance and were inspired by the strong geometric shapes created during their performances. We created this bespoke typeface to reflect the very nature of the troupe, reminiscent of Maori Tukutuku patterns.

Indication of how successful the outcome was in the market

The typeface becomes an integral part of the identity, used as a display font that reflects the striking, dynamic nature of the dance company.

Credits

Name Company Position
Shabnam Shiwan Saatchi Design Worldwide Creative Director
Josephine Ross Saatchi Design Worldwide Graphic Designer
Leah Surynt Saatchi Design Worldwide Graphic Designer
Anushka Bihari Saatchi Design Worldwide Graphic Designer