My client Susan Hefner is both neuromuscular trainer and performing artist. As a trainer, her job is to teach her clients, who suffer from various muscular pains, how to move their bodies efficiently. As a dancer, she and collaborative artist Michael Evans explore sound and movement that are both playful and absurd.
BRAND IDENTITY GOAL
In designing business cards, fliers, and other materials for the client, I needed to help her establish two very different identities. As a trainer, her purpose was to teach efficient movement. As a performing artist, she embodied a quirky playfulness and hilarity.
The first inevitable question everyone asks my client is “What is neuromuscular training?” I suggested we define her specialized field on the back of her business card. The nature of her work inspired me to keep the design simple, clean, and elegant.
Dancer/choreographer Susan Hefner possesses a rare and wonderful sense of humor in her work. When she began collaborating with musician Michael Evans, the performances became even wackier. Thus everything is always slightly askew when I design her materials as a dancer.