A new direction for contemporary dance

Where did we start?

Rambert Dance Company is Britain's flagship contemporary dance company. Established in 1926, the company has built a reputation of consistently delivering an exciting and innovative programme. In March 2009 Rambert was finally given the green light to build a new purpose-built home in the heart of London’s Southbank and by bringing dance to join music, film, theatre and the visual arts, they will complete the artistic circle in the UK's major cultural hub. We were approached to help Rambert clarify their brand at this critical time in their history.

What did we do?

We think it’s essential to begin a project by understanding what our clients are doing, why and how and in this instance our research phase revealed an organisation with a powerful name and wide reach, but a lack of vision and unclear positioning. We wanted to encourage Rambert to be more ambitious and confident and through workshops with their staff we developed a strategy around the idea of ‘raw, rich, relevant’. It celebrates dance as part of every human's DNA and we also developed a bold vision for the company – to be the force for contemporary dance.

What's the impact?

The strategy not only gave the company a clear direction, but also informed the development of the materials for the £19.6m ‘Rambert Moves’ capital campaign. Building work has just begun on the new building and the ‘Rambert Moves’ campaign has proved a huge success with less than £700,000 left to fundraise.

“We now have more focus from more people and we are more questioning about what we’re doing and what it is that we should be offering. What has really evolved is a different state of mind and we’re working harder to be more ambitious. We now have the confidence to really go for it – there’s more of a buzz about Rambert and it feels like our time again.”

Craig Titley, Director of Marketing
Rambert Dance Company

Design: Hat-trick Design