—INAEM Ministry of Culture

Where movement finds its place

ODD is born as the reference point for the performing arts sector in Spain. We designed its identity and built the digital platform from which INAEM (the National Institute of Performing Arts and Music, under Spain’s Ministry of Culture) promotes, connects and gives visibility to an ecosystem that had gone years without a digital home worthy of it.

The acronym ODD is more than a name: it’s a representation of movement. The O repeats, shifts, becomes a D. The same gesture frozen three times, like a dancer crossing space. A symbol that moves before it speaks.

The platform posed a challenge that went beyond the visual: it was structural. Guía de la danza had accumulated years of valuable content with no architecture to make it truly useful. We worked alongside the ODD team to rethink it from the ground up, with a new classification by discipline and territory, and a navigation system that turns more than 3,000 entities (artists, companies, schools, venues, festivals) into information that is useful, accessible and easy to find.

We added a discovery layer that goes beyond the directory. Every artist or company profile suggests related entities that reflect how the sector actually works. Not a list, but a living network. Beyond the Guide, we strengthened the full content ecosystem: we improved the sections the sector needs constantly updated (Open Calls and News) and built from scratch the ones ODD considers strategic (Projects and Training).

The migration was as important as the design. Moving, organising and reclassifying existing content was no secondary task. We didn’t want to build a new website on top of old chaos. We wanted to build a system that genuinely worked for those who already knew Guía de la danza, and for everyone still to come.