ALVIN AILEY AMERICAN DANCE THEATER
WINTER 2024
BRIEF
The Alvin Ailey American Dance Theater is a modern dance company based in New York City. I was tasked with designing a poster and ticket design promoting a performance of this dance company at Zellerbach Hall, UC Berkeley.
BRAINSTORM
My priority was to center my designs around an image with dynamic movement, one of the key characteristics of dance. In my sketches, I experimented with creating rhythm by aligning text to the angles of the dancers.
TYPE + COLOR STUDIES
The cultural heritage of African-Americans is essential to the Alvin Ailey American Dance Theater, so I searched for color palettes with deep, rich hues and typefaces with homely slab-serifs.
PROCESS
After looking over all the required information, I determined that the location of the performance was the most important element of the poster. The title of the dance company and the date of the performance came secondary, and the rest of the info followed suit. To create this visual hierarchy, I played around with the size, style, color, and angles of the text.
FINAL DESIGNS
