A brief encounter in form and type
Brief Encounters is a non-profit, multidisciplinary performance experiment in Vancouver. Twice a year, 10 artist and creators are matched into five unusual pairings and given two weeks to develop a 13-minute performance piece.
Studio Lake Lake worked closely together with the Brief Encounters team to research how to attract the right audience, which formed the foundation for the branding process. The goal was not only to fill seats, but also to attract the right people with the right message and the right look and feel It wasn’t just about selling tickets, it was about building a strong and satisfied audience that values the Brief Encounters performance.
The new Brief Encounters brand uses a brand new visual language to communicate to an audience that is open-minded, creative and enjoys the element of surprise at every show.
Studio Lake visualizes the Brief Encounter as a meeting between form and space. The typography is built out of unique shapes that create new letterforms when they encounter each other. As the letters overlap, they play together. Sometimes they work together. Other times they create a surprising result that is odd but entertaining – just like Brief Encounters.
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