Fifth Avenue
Fifth Avenue is an international high-level modern-jazz and urban dance competition. Founded by Roy Claessen and Sonja Meers, the competition has paid strong homage to the New York visual language and street style from founding. The goal with this branding was to design a coherent identity based upon a curated pool of the city’s elements, working towards a memorable show for the public to experience.
We decided on a telltale-structure in which the viewer is a passerby, walking across the street’s houses “inhabited” by the dancers themselves. This way we create sense of community by making it a neighbours’ competition all while staying true to the overarching idea of the street itself. To reinforce this concept, assets like drink vouchers and trophies take the form of postal stamps and envelopes. The dancers' backdrop displays the resident's information and house number​​​​​​​