Metal & Water

Metal and Water is a London-grown, end-to-end production house dedicated to dance, developing and producing dance content across live performance and screen, and distributing and touring work in collaboration with leading cultural partners. As the first global production house dedicated to dance, Metal and Water works with world-leading artists, directors and choreographers to create new work across every format and territory, from major commissions on commercial platforms to independent new work.
The social media work developed for Metal and Water focused on Instagram, creating animated typography and logo treatments to support promotional content for the artists and productions they represent. The work sits within a broader visual communications strategy, giving motion and energy to a brand rooted in the physicality and dynamism of dance.
Animated type and logo work for social media requires a particular economy of means: each sequence must communicate quickly, hold attention in a fast-moving feed, and remain consistent with the visual identity of both the production house and the individual artists being promoted. The animations developed for Metal and Water balance these demands, using type as a kinetic element that reflects the movement and rhythm at the centre of the organisation's practice.
The result is a body of social media content that extends the visual language of Metal and Water into digital spaces, supporting the promotion of dance work to new and existing audiences across Instagram and positioning the production house as a distinctive and dynamic presence in the cultural landscape of contemporary dance.