The Royal Academy of Dance (RAD) promotes knowledge, understanding and practice of dance internationally. They seek to accomplish their mission through promoting dance, educating and training students and teachers, and providing examinations to monitor and reward achievement.
The Academy has a strong heritage and stands at the forefront of international dance education. With over 14,500 Members spread across 82 countries, the Academy is one of the largest and most influential dance education and training organisations in the world, with a worldwide staff of 155 and 182 examiners and 190,792 children take RAD examinations each year.
RAD were launching a new concept in training and assessment called Discovering Repertoire on three levels. The design had to consist of professional and amateur images and the design had to be suitable for students from ages 12 through to adult. It includes well-known classical repertoire, meaning students will learn and dance choreography. For each level there is a music book, syllabus, DVD and music CD.
What we did
We initially came up with three design layouts which we presented to The Royal Academy of Dance. When the RAD approved one of these they sent the final photographic images. The next step was to work on the three different levels, the main image had to be repeated across all three levels. We decided to apply different colours for each level to help separate them. Firstly we worked on the syllabus books, once these were approved we continued to carry out the approved design across the rest of the products, which included music books, DVDs and music CDs.
We worked closely with the Head of Trading and the Publishing Officer over a period five months, the deadline being November 2017. It was a pleasure working with the staff at the RAD on this project. Discovering Repertoire will be available in January 2018.