Case study Summary
BOLD BELONGING — BRINGING HIP-HOP TO CANADA'S THEATRICAL MAIN STAGE
Case study Summary
THE CHALLENGE
Case study Summary
The Challenge — A Culture Too Often Left Out
“Why hasn’t Hip-hop been given a home in performing arts?”
That’s the radical question the team at Canada’s National Arts Centre (NAC) had…
Because by every definition, Hip-hop is a performing art that’s rooted in rhythm, movement, expression and presence.
From freestyle rhymes to breakdancing battles, pop-and-lock to spoken word, it has always lived on stages… except those like the NAC’s, which is widely known for operas, orchestras and classical productions.
The NAC wanted to change that, and knew that introducing Hip-hop in spaces it had never set foot on before would raise eyebrows, especially in the Hip-hop community.
So they approached us to build a brand that would invite the Hip-hop experience to these spaces without losing its authenticity and boldness — a Hip-hop festival that would let the nation know…
“Hip-hop belongs in theater!”
A Vision in Motion
Case study Summary
Shaping A Historical Moment of Cultural Reclamation
Knowing they needed a mind rooted in Hip-hop culture, the NAC selected Rose Ingrid Benjamin to lead this initiative alongside us.
Together with her team, we developed a visual and visceral creative strategy anchored in BOLDNESS — drawing on the raw, expressive spirit of Hip-hop, while matching the professionalism of Canada’s top performing arts space.
We developed the…
Brand Strategy
We developed the big idea—crafting the festival’s vision and mission, and creating an unforgettable rallying cry.
This gave it the personality that would position and anchor Hip-hop in Canada’s performing arts landscape.
Creative Direction, Art Direction and Design Execution
The entire brand strategy required creative direction, with a specific emblem that would effectively express our big idea with a specific tone.
We designed an emotive, kinetic logo–supporting it with a bold and affirming color palette.
Our art direction is anchored in flash-lit, urban, gritty, high-contrast images.
Our creative direction birthed a dynamic visual identity system of high-quality photography, typography and motion graphics that equipped us with a treasure of priceless experiential assets.
Experiential Assets
We created signage in the form of…
- Banners that were placed all around the NAC
- Photos and film coverage of the festival, including its electrifying rap battle finale
- Footage of heart-felt interviews with artists and audience members — now the foundation of a NAC diversity documentary
- Carousels, covers, graphics and video posts that embodied a dynamic social media package
These were displayed on the NAC’s iconic lantern, as well as its social media.
Even more beautiful about these assets is that they’ve become a foundation for our clients’ future creations.
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Case study Summary
A Peacock-like Declaration Of Beauty, Elegance and Power
The entire NAC was animated with branding that turned walls, screens and the public space into a vibrant celebration of Hip-hop.
The ecstatic NAC leaders celebrated it as a showpiece, and Canadian and U.S. artists called it the best event creative they’d ever seen.
The Hip-hop community not only enjoyed electrifying rap battles and performances, but also saw their spirit and culture reflected in a space they’d never felt welcome before.
Perhaps most powerfully…
Hip-hop didn’t just claim its place in the NAC — it took the spotlight!
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Case study Summary
A Culture Affirmed
This experience was born from a great collaboration between Godzspeed and the NAC.
Together, we co-created a creative engine that cemented Hip-hop’s place in the performing arts.
This wasn’t just about slapping graffiti fonts on a poster, but about cultural legitimacy, visibility and belonging.
This wasn’t about whispering “inclusion” — but shouting AFFIRMATION.
The result was a festival that not only looked incredible but felt true to the community it was meant to represent.
