Role
Creative Director | Principal Designer
Creative Director | Principal Designer
Function
Brand Development | Strategy | Illustration | Design
Brand Development | Strategy | Illustration | Design
Objective
A dance studio and retailer serving a young, energetic dance community needed a brand that could keep pace with its audience. The existing mark had grown dated and lacked the flexibility to translate cleanly across the range of surfaces the brand needed to occupy, from apparel tags and tote bags to digital banner ads and social content.
A dance studio and retailer serving a young, energetic dance community needed a brand that could keep pace with its audience. The existing mark had grown dated and lacked the flexibility to translate cleanly across the range of surfaces the brand needed to occupy, from apparel tags and tote bags to digital banner ads and social content.
The refresh centered on modernizing the brand mark while retaining the raw energy and authenticity that resonates with dancers. The updated visual language is bold and dynamic, with a slightly gritty quality that reflects the physicality of dance and the durability of the product. Clean enough to scale. Expressive enough to feel alive.
The resulting system was applied across a full suite of brand touchpoints including apparel tags, tumblers, tote bags, business cards, flyers, social graphics, and digital banner ads, giving a small independent retailer a cohesive and professional brand presence across every surface its audience encounters.
Concept Development | Creative Direction | Principal Design