Located in the center of Athens, APOICHOS is a dance and movement studio. The teaching method applied here is based on the improvisational nature of the exercises. Considering human anatomy and kinesiology, the studio’s practice explores one’s physical abilities. It incorporates animal movements into its exercise routine. Through the game of imitation, the body adapts to unfamiliar situations. Simultaneously, the person develops non-verbal communication skills. This process also enhances awareness of the connection between the body and the mind.
We were assigned to design the company’s branding. Our task was to create a strong visual identity. The graphic solutions needed to serve a minimalist aesthetic. Additionally, we were asked to design a logo that communicated professionalism, conveyed movement, and revealed the deep ties between humans and nature.
Apoichos means the buzz that one can still hear after a sound source stops creating vibrations. Inspired by this concept, the logo design and typography were based on the visual depiction of sound as various waveforms. The illustration created was then applied to all sorts of brand materials. These included business cards, posters, cloth handbags, and t-shirts.
INSPIRATION CHANNEL
Chiaroscuro technique and its strong contrasts, which reveal how powerful the human body can be
WE ACCEPT THE CHALLENGE
To balance an outward-looking company’s branding with its mission to help deepen one’s inner connection between body and soul
ALATI DESIGN(S) FOR
Dance Studios Industry
