Phoenix Dance is world renowned for its beautiful, cutting edge dance performances which attract hugely diverse audiences.

When  providing the 2008 marketing material for Phoenix Dance the work fell into two very different areas.

While the Classic Dance Tour demonstrated Phoenix’s well-established brand of contemporary dance, the cutting edge new show "Cattle Call" required a very different style of thinking.

For the Classic Dance material we created a strong contemporary feel to showcase the different styles of the various performances and to carry on the traditional Phoenix brand, one which the company's audience were familiar with.

The Cattle Call show was a mixture of musical, comedy and dance with a feel of old-time theatre, featuring music and lyrics by Richard Thomas (of 'Jerry Springer - The Opera’ fame) and choreography by the dance world’s ‘Enfant Terrible’ Javier de Frutos. When we heard this we were sure the show was going to be something special.

The Cattle Call marketing material was produced in a traditional Vaudeville/music hall style incorporating the moody photography of Gavin Evans, and drawing heavy influences from the posters used by Bob Dylan and The Band (I am a big fan!) in the 1960s – a music hall meets rock ‘n’ roll if you will. The work was tremendously well received.

A big part of this project was to produce a souvenir programme that could be used for both tours. We designed a beautiful square, 28 page high-gloss brochure that, read from one side was for the Classic Dance tour and read from the other, was Cattle Call. Both parts of the brochure met in the middle with the cast, production and crew details that applied to both tours, turned through 90 degrees.