The 2nd semester exam project at DMJX had us create a
visual identity and campaign for a contemporary dance exhibition.

Choreographed by Hooman Sharifi, featuring dance
ensemble Cullberg and arranged by art collective Metropolis, the
understanding of the motivations and backgrounds of each party
proved essential before making the first design decisions.

The show took place at Blågårds Plads, a square in
Copenhagen whose layered cultural and political history
made it a natural extension of the work itself.

To emphasize that connection between the show and
the location, I recreated the tile pattern in code and saw
an opportunity to use that as a dynamic fifth element.

After a little tweaking, the

pattern could be used to
paint images.

The color palette is inspired by the orosi windows of Persian architecture.

To compliment the right angles of the pattern, I chose Space Grotesk for the typography.

I implemented the poster
generator on the campaign site
for people to use. The hope was
that generating and sharing a
poster would tie into something
communal: the show as a
shared experience and public
space as shared ground.