WINN

WINN, short for "When, If Not Now," is a revolutionary dance company redefining perceptions of aging, sustainability, and artistry. Focused on showcasing the immense talent of world-class dancers aged 40 and above, WINN promotes innovation, sustainability, and research as its core values. The company partners with universities, cultural organisations, and businesses to explore the profound impact of dance and movement on physical and mental well-being, reshaping societal views on age and beauty.

From a design perspective, the goal was to craft an identity that embodies the elegance, strength, and innovation of WINN’s mission. The branding is centred around a clean and sophisticated aesthetic that resonates with the company’s forward-thinking ethos while honouring the maturity and depth of its performers.

The design work included:

Logo Design: A timeless and versatile logo that reflects the artistry and refinement of WINN’s vision.
Typography and Colour Palette: Elegant and modern typography paired with a muted, sophisticated colour scheme to represent professionalism, creativity, and inclusivity.
Event Visuals: Promotional materials for WINN’s world premiere at the Venice Biennale di Danza in 2026, including designs highlighting the company’s collaborations with first-class choreographers like Wayne McGregor and John Neumeier.
Marketing Collateral: A cohesive set of materials for workshops, performances, and partnerships, ensuring consistency across all touchpoints.

The design approach was to reflect WINN’s unique narrative, an organisation that celebrates artistry, challenges conventions, and uses age and experience as a source of innovation. The result is a brand identity that not only supports WINN’s mission but also connects emotionally with its audience.