BRANDING FOR STEFANIE NELSON
DANCEGROUP
GRETEL
gretelny.com
New York design studio Gretel’s rebrand
for the Stefanie Nelson Dancegroup
in NYC aims to capture the “unique
movement style of the group”. It uses a new
design language centred on abstracted
graphic forms, based on the group’s
archival performance photography. The
hard and soft lines echo the movements
of the dancers in the images, and these
shapes look to both enhance photographs
and act as standalone graphic glyphs.
Elaan Bourn, Gretel’s design lead on the
project, says that the “graphic library of
forms represent and abstract the edgy,
contemporary and energetic nature of
Stefanie’s brand.”
The new classic but flexible branding
aims to create a blueprint for how a
cultural oranisation’s artistic output can
translate into an adaptable visual system.
“We were drawn to the tension between
elegance and awkwardness in Stefanie’s
work: quiet meditations and explosive
movements,” says Gretel’s founder Greg
Hahn. “Symmetry and asymmetry. Hard
and soft forms. Even in still photography
you could sense all of this.”