PR & Branding for Deciphers, a UK / Canada production
Where We Started
As the project began taking shape across the UK and Canada, the team was looking to define a clear brand identity for Deciphers that could communicate the artistic vision clearly while connecting with presenters, press, industry professionals and audiences.
Alongside supporting the project’s early development and sharings in the UK, there was also a need to establish stronger marketing and PR foundations ahead of the Canadian tour and future international touring opportunities.
Jean Abreu Dance approached Diagonal during the early stages of Deciphers: a new dance duet by Jean Abreu (UK/Brazil) and Naishi Wang (Canada/China) exploring themes of translation and migrant experiences, and how the body can be used as a tool of expression.
The Problem We Solved
We developed the brand concept and visual identity for Deciphers, helping shape how the project could be communicated across both artistic and industry contexts. Alongside the visual direction, we created a comprehensive marketing and press framework designed to support the work in different stages: research & development, and international touring.
We developed the brand concept and visual identity for Deciphers, helping shape how the project could be communicated across both artistic and industry contexts. Alongside the visual direction, we created a comprehensive marketing and press framework designed to support the work in different stages: research & development, and international touring.
Working closely with the UK team and Canadian presenting partners, we coordinated a cross-territory campaign framework that included press and industry engagement to start developing a more loyal audience to Jean Abreu’s company.
This involved building an evolving marketing pack, writing press materials, editorial content, advising on social media and content planning, and creating assets that venues and partners could easily adapt for local promotion.
The Outcomes
The campaign established a stronger and more consistent public identity for Deciphers, while creating a communications infrastructure that could continue evolving alongside the project’s international journey.
By connecting the artist’s story backed by more strategic communications, the project generated increased visibility amongst dance presenters, industry professionals and cultural audiences in both the UK and Canada.
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