Case study Nº
06
Weight of Air
Positioning, identity and a Framer site for a dance collective moving from underground venues to international stages.
Client
Open Floor
Sector
Performing arts
Services
Brand strategy / Website
Location
Rotterdam
Timeline
10 wks
Team
Strategist, designer, developer
The brief
Where it started
Open Floor was getting festival invitations but had no clear story, no consistent visuals and a website held together by a friend. Programmers loved the work. They just couldn’t explain it to anyone else.
The brief was to look ready for international stages without losing the raw energy of the underground venues where the company started.
The idea
A company that never stands still shouldn’t have a logo that does.
The work
What we did
01
Position
A two-day workshop with the dancers produced one line for bookers, press and audiences, and a clear account of what makes the company different.
02
Identity
A flexible wordmark that stretches and shifts like a body in motion, with rules simple enough for the team to use on their own.
03
Website
A Framer site the team updates themselves, with a press kit, tour dates and a booking route on every page.
In their words
Our bookings now come through the website instead of Instagram DMs. That alone paid for the project.
Jonas Vreeke
Director, Open Floor
