The Fridge
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The Fridge is a creative
practice of Tian Bai,
an award-winning art director, designer based in Paris. With over a decade of professional experience across France and China, he has developed a multidisciplinary expertise spanning branding, packaging, editorial, digital, advertising,
and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectDanse123
Danse123 is a French podcast dedicated to contemporary dance — its voices, movements, and presence in everyday life. The identity draws from the manifesto’s poetic rhythm, capturing dance not just as performance, but as conversation and presence.

At the center is an abstract logo that evokes a dancer mid-motion — fluid, expressive, and open to interpretation. Paired with a clean geometric wordmark, the design balances structure with spontaneity.
A vibrant pop-inspired color palette energizes the system, referencing stage lighting, emotional nuance, and cultural vibrancy. The modular layouts and bold contrasts echo the podcast’s dynamic and multilingual character.

Danse123 becomes more than a title
it’s a visual stage where movement, language, and identity come to life.

Category: Brand Identity, Culture
Client: Danse123, Paris
Year: 2025
Creative & Design: Tian Bai




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