Pop Creative Service realizes new appearance for the Steps dance festival
The Steps dance festival will take place from April 24 to May 19. For its 19th edition, the Migros Culture Percentage project has undergone a comprehensive redesign. The branding and the public outreach campaign, including a new website, were developed by the Zurich-based agency Pop.
Every two years, the Migros Culture Percentage dance festival Steps organizes tours with outstanding works of contemporary dance. Steps stands for diversity and high artistic standards, and inclusion and diversity also play central roles.
Inclusion also set the pace for the repositioning of the brand: Modern dance is conveyed in a light-footed, approachable way and without intellectual barriers. The unbridled joy of movement is even reflected in the new logo: the "Wonk-E" dances out of line and characterizes the entire appearance with its organic design.
The campaign assets were created in close collaboration with photographer and director Gian Paul Lozza, supported by Icelandic choreographer and member of the Steps program team Frank Fannar Pedersen.
The Steps campaign can now be seen on posters, advertisements and display banners, on social media and at Migros POS, on merchandise and at the 28 event locations throughout Switzerland.
Responsible at MGB / Migros Culture Percentage Dance Festival Steps: Gerda Treml (Head of Communication Steps), Valeria Felder (Festival Director), Gina Job (Internship Communication), Patrick Ilg (Directorate Society & Culture, FMC), Frank Fannar Pedersen (Program Team Steps), Migros IT-Services (Programming Website); Photo/Film: Gian Paul Lozza;, Dancers: Baptiste Berrin, Lisa Horten-Skilbrei, Nadika Mohn, Charmene Pang, Tanaka Lionel Roki; PR/Social Media: Elliott; concept, creation and realization: Pop Creative Services, Roli Hofer, Michi Benz.
