I directed the rebrand and wrote the new brand positioning, tagline and brand story.
A revolutionary institution of modern dance. RDT is the nation’s oldest and most successful repertory dance company. In honor of its 50th Anniversary, the venerable institution wanted to connect with a rising generation of modern dance patrons.
Strategic brand positioning and messaging, plus a full visual overall.
The brand story:
For 50 years, RDT has pushed the boundaries of modern dance, while preserving and celebrating its legacy. It was radical when Utah modern dancers beat out the big city stalwarts to receive a Rockefeller grant establishing us as the nation’s first repertory dance company. Today, we’re just as revolutionary as we were in 1966. Join us for our groundbreaking 50th Anniversary season.
New viewers often ask us what to expect from an RDT performance. We tell them grace and athleticism, beauty and power. Beyond that, we tell them to embrace the unexpected. So, what is RDT Dance all about? Simply said, we are about art. Art in motion, expressed through our bodies as modern dance. Art that in its immediacy and intimacy can be both thrilling and profound. Art that challenges you, and art that you won’t see coming.
Creative director: Alexandra Fuller
Account director: Machel Devin
Design Director: Matt Manes
Writer: Alexandra Fuller