Uber Agency rebrands Phoenix Dance Theatre

The Leeds-based contemporary dance company appointed Uber last month, following a five-way pitch. Phoenix is looking to launch the new branding and a website as it starts to promote its autumn 2010 tour.

Uber visited Phoenix during rehearsals for its new work in progress, in an attempt to gain inspiration for the new branding and identity.

‘Because Phoenix is a very small dance company, it is like a family, so we felt that it was important to meet all the dancers and creative directors, and to see how they moved,’ says Uber brand co-ordinator Amy Elton.

The new website will include video footage of shows, a forum and competitions. ‘The functionality will be heavily influenced by the direction taken with the new branding,’ says Elton.

The new identity will launch in the next week, appearing at the Phoenix Dance Theatre and on the company’s communications. The website is scheduled to go live in March.