Posters (2), 'The Director's Cut' for Sydney Dance Company, off set print on paper, creative director Vince Frost, designers Vince Frost and Caroline Cox, photographer Stephen Ward, dancer Reed Luplau, make-up Amanda Reardon, Surry Hills, New South Wales, Australia, 2006
British-born designer Vince Frost is recognised for his crisp, stylish, ideas-based design solutions, and renowned for his innovative, award winning, use of photography with striking typography. He became influential following his arrival in Australia from the UK in 2003, Frost immediately injected a new confidence into the local design scene through his enthusiasm as a design communicator, publisher and exhibitor and the high standard of his work. These Sydney Dance Company graphics are exemplary examples of his style.
Vince Frost was selected for the Museum's 2006 Sydney Design festival exhibition, 'In your face: contemporary graphic design' as one of 16 graphic design case studies. His showcase revolved around his innovative solution for the Sydney Dance Company logo which cleverly wove an 'a' and a 'c' into the word 'Sydney' to form 'Syd(a)n(c)ey' or 'Sydney Dance' - a unique solution that would not have worked for the Taipei, Berlin, or any other dance companies. The success of this innovative and playful use of the letters, led to ongoing commissions with the Sydney Dance Company for other designs - posters, Annual Reports and even set designs.
Frost's Sydney Dance Company graphics strikingly combine photography with bold typographical elements powerfully combining these elements to create a crisp new graphic language for the Sydney Dance Company. Together with the logo which appears on the posters, these graphic designs neatly reflect the designer's mantra that Frost (Design) is all about 'coming up with exceptional ideas-based solutions by listening carefully to the needs of each client and then finding a bespoke solution which makes each project the very best it can be'. (PHM video interview with designer, 2006)
These Sydney Dance Company designs date from Frost's first years in Australia through to the time he was included in the 'In your face: contemporary graphic design' exhibition.
Anne-Marie Van de Ven, Curator. June 2008
Posters and Annual Report produced for the Sydney Dance Company while it was under the direction of renowned Australian dancer and choreographer, Graham Murphy. (see www.sydneydancecompany.com )
Vince Frost, director of Frost Design. Born Brighton, England, 1964. Grew up in Canada.
Educated at West Sussex College of Design before working as a freelance designer.
Joined Pentagram full time in 1989. Became Pentagram's youngest associate in 1992.
Vince Frost formed his first 'Frost Design' consultancy in the UK in 1994. Two of his major commissions from that time include design of Big Magazine and the redesign of The Saturday Independent Magazine.
Frost moved to Australia in 2003 where he immediately became actively involved in the design community - lecturing, presenting talks, judging design competitions, exhibiting and running workshops.
Frost Design's Sydney studio offers graphic, multi-media, architectural and interior design and brand strategies. The studio produces magazine and book designs, corporate identity, environmental graphics and interactive design.
Frost is the recipient of many awards including D&AD, New York Society of Publication Designers, and New York and Tokyo Art Directors' Club awards.
A retrospective exhibition, 'Frost*bite: Graphic Ideas by Vince Frost', was held at the Sydney Opera House Exhibition Hall in early 2006. It was accompanied by the Frost*(sorry trees) book which covered over ten years of Frost design projects.
Frost was one of 16 Australian designers selected for the Powerhouse Museum's 2006 Sydney Design Festival exhibition 'In your face: contemporary graphic design'.
In 2007 he was invited to redesign the Powerhouse Museum's wayfinding signage.
These graphic designs were initially on loan to the Museum when Frost Design was selected as one of 16 case studies for the Powerhouse Museum's 2006 Sydney Design festival exhibition, 'In your face: contemporary graphic design'. They were later offered as a donation.