The Singing of the Sirens is a dance performance choreographed by Heli Keskikallio, exploring the resonance of feminine voices. The Singing of the Sirens performance design and communication strategy for the production, developed by Giovanni Ambrosio and Elise Dubois, focused on the idea of the ability of design and communication to expand spatial narratives.
The conceptual approach aimed to create a layered dialogue between performance, documentation, and audience interaction. The design process for The Singing of the Sirens was rooted in a research-driven exploration of perspective related to documenting and archiving performing arts pieces. A long-running dialogue with artist Heli Keskikallio herself and with young designer and researcher Elise Dubois.
Key Elements of the Visual Strategy:
Typography as Voice: The use of Le Murmure, a typeface by Jérémy Landes , mirrored the flowing and rhythmic nature of vocal expression, reinforcing the theme of movement and resonance.
A Subtle Yet Present Identity
Urban Integration: Posters were placed in Helsinki’s cultural advertisement spaces, aligning with Finland’s established tradition of public communication for the arts.
Coexistence of Print and Digital: The campaign was designed to seamlessly transition between physical materials and social media content, ensuring broad accessibility and engagement.
Public Space as an Extension of Performance
With a modest communication budget, the project leveraged public poster spaces, independent distribution networks, and social media visibility to maximise reach. The printed materials—including posters and flyers—were positioned in cultural hotspots and performance venues, ensuring that the work resonated within Helsinki’s artistic ecosystem.
The design approach subtle interventions rather than overt promotional strategies, inviting curiosity and engagement rather than direct advertisement.
Social Media Strategy: Guiding Digital Engagement
Beyond print, the project required a thoughtful social media visual strategy to extend the performance’s presence online. The digital campaign was structured to reflect the layered of theperformance, including a gradual visual reveal: A slow buildup of teaser content reflecting the performance’s atmospheric and conceptual depth.
Designing for Dance & Performance: A Flexible, Adaptive Approach
The work done for The Singing of the Sirens highlights how visual identity and communication strategies can enhance contemporary dance and performance projects, even within budgetary constraints. By integrating typography, urban placement, and digital storytelling, the design created a cohesive experience aiming to complement the spatia narrative..
For choreographers, dance companies, and performing arts organizations looking to develop distinct, research-driven, and engaging visual identities, this project demonstrates the impact of a flexible, adaptive approach to performance communication.